English Premier League club Leicester City has recently announced a three-year agreement with global online trading company FBS as its new principal sponsor. The Foxes showcased their new kit along with the FBS logo on the crest in their final matchday of the Premier League season against Tottenham Hotspurs on Sunday.
The deal comes in full effect from the following season, where the record sponsorship deal will see FBS replace Thai travel retail group, King Power. Though the financial details of the dealings have not been made public, it is assumed that the ‘record’ partnership will bring in more revenue than the previous deal.
As per the terms of the deal with King Power, Leicester City reportedly received more than £12 million ($16.9 million) per season. It is also understood that for the recently finished season, the sponsorship money was used to support Thailand’s recovery from the Covid-19 pandemic.
Considering the growth of Leicester as one of the biggest clubs in the Premier League, FBS will get a lot of positive output from this deal. With the FBS logo on the front of Fox kits as well as other key media platforms, FBS will reach a wider public with the required amount of worldwide awareness of their technological and trading services. Upon the announcement of this deal, Susan Whelan, Leicester City CEO expressed her excitement about working with FBS.
“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.”
Along with the partnership with Leicester, the trading company joins a sponsorship portfolio including sportswear giant Adidas, beer brand Chang, betting company Parimatch and logistics firm DHL. FBS replaces King Power for shirt sponsorship, the company that also sponsors the club’s home ground.
Yulia Ivanova, FBS Chief Executive Officer, too seemed to be thrilled as well as proud working with LCFC. Ivanova believes that this deal will help in getting the brand a bigger global appeal and help them to improve brand positioning.