English Premier League football club Leicester City has entered into a partnership with insurance company DirectAsia.
The one-year deal names DirectAsia as an official partner of the club for the remainder of the 2016-17 season.
Leicester’s partnership with DirectAsia, one of the leading providers of motor insurance in Thailand and Singapore, strengthens the club’s presence in Southeast Asia.
Leicester is owned by Thai businessman Vichai Srivaddhanaprabha, whose travel retail group King Power serves as the club’s main sponsor.
“Our popularity in Asia, especially Thailand, has already demonstrated substantial growth for our partners in this region,” Harj Hir, head of partnerships at Leicester, said. “We will work closely with DirectAsia to deliver the best possible return on their investment.”
Defending Premier League champion Leicester sits 12th in the table after seven games of the 2016-17 season.