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“Leicester City is an important strategic partner for us as we raise awareness of our brand in the United Kingdom and beyond“ |
Vichai Raksriaksorn Chairman King Power |
UK. Leading duty free retailer King Power has been unveiled as the new shirt sponsor of Leicester City Football Club for an initial three-year term.
The new partnership has been hailed by Leicester City Chairman Milan Mandaric, as “a strong vote of confidence in an ambitious club” and as a “great level of commitment towards our goal of success in the Championship and our drive towards the top table of English Football”.
The relationship between King Power and Leicester City will be developed over time with extended engagement across the club’s many initiatives. These include the Academy that has developed such international stars as Gary Lineker and Emile Heskey.
The partnership will also continue into new joint projects that will be announced in due course, said the football club.
As part of the sponsorship, the King Power logo will be seen all over the world, in 167 territories, via the extensive television coverage that English football enjoys. The King Power logo will feature on the home, away and third shirts in addition to both perimeter boards and interview backdrops.
The announcement, which comes just weeks after the appointment of Paulo Sousa as the new club manager, has been called “strategic” and “vital” by King Power Chairman Vichai Raksriaksorn.
He said: “Leicester City is an important strategic partner for us as we raise awareness of our brand in the UK and beyond. We see in Leicester a real determination to invest, improve and become an even more attractive and successful club. These are qualities we wish to be associated with.”
Leicester City Chairman Milan Mandaric said: “To bring such a player to these shores and to Leicester City at this moment of uncertainly in the UK economy is a real triumph. We are absolutely delighted to welcome King Power to the stadium and to the country and we know our fans will welcome this attractive partnership.”
“The three-year deal is not only a vote of confidence in an ambitious club but also shows a great level of commitment towards helping us get back to where we want to be, in the Premier League.
“King Power is renowned for providing quality to their customers and we are sure that with their continued support we can also provide that same level of quality to Leicester City’s supporters over the next three years. We will help them to grow their brand whilst they assist us in our own brand growth strategy,” Mandaric added.
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