August 4 – Leicester City have renewed motor and travel insurance provider DirectAsia for a second year as an Official Partner. No value was put on the deal that focus on south-east Asia.
This is the second sponsorship the club has announced, trading on its growing Asian fan base which is particularly strong in Thailand, the home base of the club’s owners King Power International.
DirectAsia is part of the London-listed global insurer Hiscox and was founded in Singapore in 2010 before expanding to Thailand. The company serves more than 75,000 customers with a staff of over 200 people.
Leicester said that the core of the marketing activation will be around the club’s social media platforms and its 10 million and growing connections.
Direct Asia Group CEO, Edip Okur, said: “Leicester City’s deep connection with the country of Thailand is especially important to us, as we remain committed to growing our footprint in both Thailand and Singapore and delivering unrivalled products and service for our customers.
“In Thailand alone we have grown our business rapidly to over 22,000 policies sold annually, with revenue growth of more than 500 percent since 2015. Our customers greatly value our market-leading expertise and friendly, transparent and useful advice. We are planning to invest more in the country, building trust with the Thai people by maintaining our focus on the customer as our top priority.”
Leicester City is making the most of its Asian connections through its parent company. Last month the club announced Siam Commercial Bank as its first shirt sleeve sponsor.
Leicester City’s Head of Partnership Engagement, Harj Hir, said: “To continue our partnership with DirectAsia is great news for Leicester City Football Club. Our popularity in Asia, especially Thailand, has already demonstrated substantial growth for our partners in this region. Our activation in Direct Asia’s key territories provided an excellent return on investment during the 2016/17 season and will continue to work closely with DirectAsia in this next phase of our partnership.”
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