LONDON: Premier League club Leicester City FC announced on Thursday a new partnership with Thailand based online betting firm, W88 for a two-year period starting this season.
It is likely no small coincidence that Leicester City is owned by Thailand’s King Power Duty Free.
As per the deal, W88 will have the opportunities to make the most of Leicester’s global brand appeal in its marketing activities and create exclusive, innovative content featuring its players. The company will also receive brand exposure on pitch-side LED advertising at the King Power Stadium during the club’s home matches.
“We are very proud to partner with Leicester City Football Club, who have experienced incredible worldwide growth since winning the Premier League in 2015/16,” said a spokesperson from W88.
“We are confident that our partnership with Leicester City will allow us to bring football fans and customers in Asia closer to the Club, and we look forward to engaging with them to build lasting relationships.”
Jonathan Gregory, Leicester City’s Commercial Director said: “We are delighted to welcome W88 to Leicester City as an Official Partner. It’s exciting to have such an ambitious brand on board and we look forward to creating unique content and offerings for our fans in the UK and around the world.”
French sports marketing agency Lagardere Sports brokered this deal.
Lee Goldwater, sales director of the UK arm of the company said: “This partnership gives both businesses a powerful platform to
not only connect with new and existing audiences, but also build meaningful activations to improve fan experiences. We look
forward to seeing the positive long-term impact this will create for both brands.”
