Following this deal, the brand has been labelled as the official partner of the side. The association includes Khelraja facilitating predictions for all competitive and friendly fixtures played by the team for all the fans throughout the Asian continent. In addition, Khelraja will receive exposure through online, social media and offline brand activations with Leicester City.
Speaking of the association, Viren Modi, CEO, Khelraja, said, “Over the last few years, Leicester City FC has emerged as one of the most adored clubs in the world. The team’s fairytale run, which saw it crowned English Premier League champions in 2015-16, captured global imagination and attention. Over the years, it has steadily built a strong fan base in Asia thanks to its ownership and, today, rivals top Premier League clubs such as Manchester United, Chelsea, and Liverpool in terms of popularity in the region. We are delighted to partner with Leicester City FC as its official Asian betting partner and provide sports fans across Asia with the opportunity to pursue unique reward-based engagement with the club beyond just viewing.”
Khelraja offers a wide range of genres, including sports betting, live casino games, and esports. In around two years, the brand has established itself in Thailand and Indonesia. The brand is among the largest in its field, with licenses for significant foreign markets such as Japan and Africa on the horizon.
Prior to this deal, Khelraja also developed associations with Sevilla FC and Juventus. On the other hand, the EFL side has inked a collaboration with Marc Darcy while also signing sponsorship extensions with King Power and Parimatch.
Playing in the second division of English football, Leicester City have currently acquired the topmost position on the table with 18 points. The side will next take on Blackburn Rovers on October 1.