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 (LCFC) as their sponsors and partners for the 2024/25 season.
Also read: Premier League 2024/25 Sponsors
Thailand’s leading travel retail group King Power has owned LCFC since 2010. Its 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, Leicester City received from King Power an extra £4 million in revenue.
Apart from ownership, King Power is also the Official Stadium Naming Rights Partner of the club. However, ahead of the 2023/24 season, Leicester City announced the addition of King Power as the club’s official principal partner, after FBS had served the role for the two previous seasons.
BC.GAME, a community-based online cryptocurrency gaming platform, signed a landmark deal worth £40 million with Leicester City FC to become their official principal partner for the 2024/25 season.
The partnership entails BC.GAME’s branding prominently featuring front and centre of the LCFC senior men’s team and adult replica shirts.
LCFC 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.
The two parties last renewed their partnership in May 2022.
Thai beer brand Chang received exclusive pouring rights inside Leicester City FC’s home ground, 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 branded with its logo.
Vietnamese beer brand Bia Saigon has been LCFC’s Official Sleeve Partner since August 2018.
The deal reportedly costs the ThaiBev-owned company £2.5–3 million every season.
Lite Finance, an online broker, signed a multi-year partnership agreement with Leicester City FC in August 2024 to become their official online trading partner.
As part of this partnership, LiteFinance benefits from brand visibility at the King Power, including pitch-facing LED advertising, logo placements on interview backdrops, and a selection of digital advertising.
Additionally, Lite Finance clients have exclusive access to branded promotional materials such as custom merchandise. They are also able to participate in special contests and promotions.
Ahead of the 2024/25 season, Eleven Sports, a UK-based sports media company, became an official partner of Leicester City FC.
As part of the deal, Eleven’s community partner programme connects the club with regional brands across the city of Leicester and the county of Leicestershire. The partnership also entails Eleven integrating its fan engagement tech at the King Power and across the club’s social media platforms.
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, Walkers also serves its products to the fans inside the stadium. LCFC legend Gary Lineker has been a long-time brand ambassador for the chips manufacturer and has featured in several adverts over the years.
In the past, Walkers has served as the principal shirt sponsor for the Foxes’ matchday kits (1987–2001) and also held the naming rights for the 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 two parties last extended their contract in 2022, which also included the sponsorship of the LCFC women’s teams.
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.
12Bet, a global sports betting company, has been serving as an official partner to Leicester City FC since the beginning of the 2016/17 season.
After serving as their official betting partner from 2016 to 2018, 12Bet renewed its partnership with the Foxes in August 2023.
8Xbet, an online gambling company that offers a platform for sportsbook, casino, lottery, poker, slot machines, racing bets, and other betting products, came on board as the club’s official Asian betting partner during the 2023/24 season.
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