This article contains information regarding the organisations enjoying a strong branding presence across the physical and digital assets of the men’s and/or women‘s teams of Leicester City Football Club as their sponsors and partners for the 2023/24 season.
Thailand’s leading travel retail group King Power has owned Leicester City FC since 2010.
King Power’s logo was emblazoned at the front of the Foxes’ kits until the final matchday of the 2019/20 Premier League season. As the club’s official shirt partner, the club reportedly received from King Power an extra £4 million in revenue.
Apart from owning the club, King Power is also their Official Stadium Naming Rights Partner.
Ahead of the 2023/24 season, King Power returned as the club’s front-of-matchday-shirt sponsor, a role online trading company FBS had served for the previous two seasons.
The global online trading company initially signed on as the club’s Official Principal Partner in a “record” deal in May 2021, becoming the front-of-shirt sponsor for their matchday kits on a three-year deal, replacing King Power.
In August 2023, it was announced that FBS would serve as the club’s official training wear partner for the 2023/24 season.
As per the current partnership agreement, the FBS logo is displayed on the Leicester City training wear as well as on the dugouts of their home ground, the King Power Stadium.
Leicester City FC signed Adidas as their official kit supplier in May 2018. Adidas replaced rival German sportswear giant Puma, which had served as the Foxes’ Official Technical Partner for the five years prior to that.
Thai beer brand Chang received exclusive pouring rights inside the King Power Stadium in August 2018.
As per the deal, Chang serves as the club’s Official Beer Partner, with kiosks inside the King Power Stadium branded with its logo.
Vietnamese beer brand Bia Saigon has been Leicester City FC’s Official Sleeve Partner since August 2018.
The deal reportedly costs the ThaiBev-owned company somewhere between £2.5 million and £3 million every season.
High-end home appliances brand Syinix was signed by Leicester City FC as their Official Home Appliances Partner and regional southeast Asia and Africa partner in September 2020.
Apart from branding rights, Syinix also receives exclusive image rights for the first-team Leicester City players to feature in its promotional events.
The current deal between the two parties is currently set to run until 2024.
Leicester-based potato chips company Walkers has been a long-time Official Snack Partner of Leicester City FC.
Apart from getting branding rights at the King Power Stadium, Walkers also serves its products to the fans inside the stadium. Leicester City legend Gary Lineker has been a long-time brand ambassador for the chips manufacturer and has featured in several adverts for it over the years.
In the past, Walkers served as the principal shirt sponsor for the Foxes’ matchday kits (1987–2001) and also held the naming rights for their home ground. In 2002, it bought the naming rights for the stadium, which thus came to be known as the Walkers Stadium. In May 2007, this deal was extended to run until 2017, but King Power bought the naming rights in July 2011.
The American energy drinks brand has been the Official Energy Drinks Partner of the club since September 2019.
Sandicliffe is a British car dealership whose Leicester-based Ford Transit Centre has been the Official Commercial Vehicle Partner of the club since 2015.
Apart from branding rights, the deal sees Sandicliffe supply its fleet of commercial vehicles to Leicester City’s Grounds Team, Supporter Engagement Department, and the LCFC Community Trust.
In November 2023, Marc Darcy, a Salford, Manchester–based men’s formalwear brand, announced the signing of a partnership agreement with Leicester City FC, becoming in the process the club’s official formalwear partner on a multi-year deal.
Apart from providing the Leicester City players with bespoke formalwear, the agreement also puts the Marc Darcy branding inside the King Power Stadium as well as across the club’s digital channels.
12Bet, a global sports betting company, initially served the club as their official betting partner between 2016 and 2018.
12Bet signed a new partnership agreement with the Foxes in August 2023 for the 2023/24 season. As per the current deal, it acts as an Official Asian Betting Partner of the club.
8Xbet, an online gambling company that offers a platform for sportsbook, casino, lottery, poker, slot machines, racing bets, and other betting products, is also serving the club as an Official Asian Betting Partner for the 2023/24 season.
Parimatch, a sports betting and online casino, renewed its partnership deal with Leicester City FC ahead of the 2023/24 season.
As an Official Betting Partner of the club, Parimatch has its branding displayed across the King Power Stadium: on pitch-side advertising boards, interview backdrops, and website banners. Additionally, it also holds hospitality sponsorships as well as online and offline advertising rights.
In October 2023, Leicester City FC announced a partnership agreement with Asian real-money gaming brand Khelraja.
The deal sees Khelraja facilitating predictions for all competitive and friendly fixtures played by the club’s men’s team for all the fans throughout the Asian continent. In return, Khelraja receives exposure through online, social media, and offline brand activations across the club’s official assets.
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