Leicester City teams up with Chang Beer in exclusive 3-year deal

Former Premier League champions Leicester City have signed an exclusive three-year partnership with Thai beer brand Chang.

A subsidiary of Thai drinks conglomerate ThaiBev, Chang will have exclusive pouring rights at the King Power Stadium, where kiosks have been rebranded with the Chang logo.

Chang will join fellow ThaiBev brand Bia Saigon as one of Leicester City’s principal partners this season.

Earlier this month, the Foxes announced a new shirt sleeve deal with Bia Saigon, a Vietnamese beer which was acquired by ThaiBev last year for $4.8bn.

Sports Sponsorship Insider understands that Bia Saigon pays between £2.5m to £3m per year for its shirt sleeve deal with The Foxes.

Thai billionaire Vichai Srivaddhanaprabha, who bought Leicester City for £39m in 2010, is the founder and chairman of Thai retail travel firm King Power, which holds the naming rights at the King Power Stadium.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.