July 19 – Leicester City are the latest Premier League club to announce a shirt sleeve sponsor, taking advantage of the league’s new commercial branding rules. Siam Commercial Bank (SCB) will debut on the club’s shirts in today’s Premier League Asia Trophy match in Hong Kong.
The one year deal comes a day after Southampton announced Virgin Media will be taking their sleeve position (Virgin are also on the front of the shirt as the club’s main sponsor). Manchester City have signed Nexen Tires to their sleeve, while Swansea City have agreed a deal wth US IT company Barracuda Networks.
Thailand’s SCB is a new sponsor for the Leicester as the club’s Thai owners build the club’s brand in-country.
Leicester City Vice Chairman Aiyawatt Srivaddhanaprabha said: “The SCB partnership is one we can be extremely proud of, as attracting one of the strongest, most reputable financial institutions in Thailand shows the kind of impact Leicester City is continuing to make in the country. Over the last seven years, we have built a series of partnerships with blue chip companies in Thailand and East Asia that have truly strengthened the bond between the Club and the region. The opportunities for development are very exciting.
“The people of Thailand have become extremely proud of Leicester City and – with SCB joining King Power and our other valued Thai partners – Leicester City is very proud of its growing relevance to the Kingdom of Thailand.”
As well as having the sleeve position, SCB’s sponsorship includes branding throughout King Power Stadium, on interview backdrops and digital advertising boards, as well as activation through a social media campaign.
No figure was announced for the sponsorship and although apparently only for a year, indications are that it will be extended. Thais clearly have a growing affinity with the club.
An SCB spokesman said: “We are truly excited about our long-term partnership with Leicester City, whose remarkable story has captured the imagination of people around the world. Like SCB, they are proud representatives of Thailand with a strong international reputation and we are looking forward to working with the Club in pursuit of our mutual ambitions.”
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