LONDON: Premier League team Leicester City has signed a three-year agreement with global online trading company FBS as its lead shirt sponsor.
Financial terms were not disclosed but the club has described the deal as a ‘record’ partnership.
The partnership officially kicks off with the 2021/2022 season, but the team has already showcased the new logo on their shirts for the first time in the Foxes’ final Premier League match against Tottenham Hotspur at King Power Stadium played on Sunday (lost 2-4 and with it their hopes of qualifying for next year’s UEFA Champions League).
The partnership brings together the 2015/16 Premier League champions and 2021 FA Cup winners with one of the world’s fastest-growing financial services companies. This commitment between FBS and the club is expected to harness the growing strength of the Leicester City story to showcase the unique capabilities of FBS to transform the way the world invests. With its name on the front of the Foxes shirt and other key media, FBS said it will build worldwide awareness of its technology and trading services.
FBS claims to have over 16 million customers worldwide and operates in almost all countries globally. The company states that its ambition is to utilise technology to make investing into the financial markets accessible to everyone, making it the ideal fit for Leicester City, who have created a global community of fans spanning cultures and continents following their famous Premier League win in 2015/16.
Susan Whelan, chief executive officer for Leicester City, said: “We are tremendously proud to be beginning this partnership with FBS, one of the most exciting and dynamic global financial services companies. Establishing key partners of this scale and ambition has always been a central part of our vision for the Club, enabling us to keep investing in improvement and growth while enhancing the Club’s profile all over the world. We are looking forward to working with FBS to bring to life our vision for the partnership to the world and our global fanbase.”
Yulia Ivanova, FBS chief executive officer, added: “We are very excited about this partnership and the opportunity to align FBS with the incredible Leicester City story, which continues to capture the imagination of sports fans all over the world. It will significantly expand our brand positioning and it will help us market our comprehensive solutions portfolio to all customers globally. We are extremely proud to partner with Leicester City and to be part of the Club’s story in the years to come.”
FBS operates both an offshore, Belize-domiciled business and a CySEC licensed subsidiary Tradestone Limited. The company is managed mainly from Cyprus and from Saint Petersburg, Russia.
The FBS-Leicester City deal is one of numerous top-league sports sponsorships signed over the past year by Retail FX brokers. Other notable transactions and agreements include eToro-Rugby Australia, CMC Markets-NZ Blues Rugby, and Plus500-Atlético Madrid.
