Thailand-based beverage producer ThaiBev has entered into a partnership with Leicester City, through which its Bia Saigon subsidiary will become the new sleeve sponsor of the English Premier League football club.
The multi-year global partnership begins with the 2018-19 season. Bia Saigon’s logo will feature on the left sleeve of Leicester’s shirts.
Bia Saigon branding will feature throughout Leicester’s King Power Stadium, in interview backdrops and on digital advertising boards. Match-day activations will also form part of the agreement.
ThaiBev’s Chang beer brand will also become the beer partner of King Power Stadium, with its products to be provided throughout the ground on match days.
Bia Saigon, a Vietnamese brand, will replace Thai banking group Siam Commercial Bank as Leicester’s sleeve sponsor. Leicester is owned by Thai travel retail group King Power.
Leicester’s vice-chairman, Aiyawatt Srivaddhanaprabha, said: “To work with ThaiBev’s globally recognised brands has obvious commercial advantages, while many of their business and community values are consistent with those of Leicester City and King Power. We’re particularly excited to learn from ThaiBev’s outstanding community strategy and by the opportunity that will bring to develop our club’s relationship with the people of Leicester.
“Over the last eight years, we have built a series of important relationships in East Asia and this latest partnership only strengthens Leicester City’s already significant connection with the region.”