Leicester City Strengthens DirectAsia Partnership

Leicester City’s links in South East Asia continue to grow with the news that DirectAsia has renewed its Official Partnership ahead of the new Premier League season.

- Leading direct-to-consumer insurer DirectAsia renews its Official Partner status with Leicester City Football Club
- The second year of the deal will help to strengthen LCFC’s links in South-East Asia with a focus on social media
- DirectAsia is an award-winning motor and travel insurance provider in Singapore and Thailand
- Leicester City has over 10m global connections on social media platforms, which will be at the core of the partnership’s second year

DirectAsia, an award-winning direct-to-consumer motor and travel insurance provider in Thailand and Singapore, enjoyed a successful first 12 months as an Official Partners of Leicester City and will see that association continue to flourish with a fresh focus on social media in the next 12 months.

For the Football Club, the link with DirectAsia further strengthens its links in South-East Asia, where the Club has a rapidly developing fan base thanks to its links in Thailand and the global reach of the Premier League.

DirectAsia’s business is growing as quickly as the Foxes’ fan base, and the partnership has gone some way towards establishing the company as one of Asia’s most influential brands – something that forms the core of the next stage of its partnership with Leicester City.

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DirectAsia's branding at King Power Stadium.

For the 2017/18 campaign, DirectAsia will be working closely with the Club to engage and grow its 10m strong social media following – the seventh largest in the entire Premier League, thanks to the strong relationship that Leicester City enjoys with its supporters.

Direct Asia Group CEO, Edip Okur, said: “We are delighted to be renewing our Official Partner relationship with Leicester City Football Club, a club with rich history and strong community values which closely align with our brand. We are confident that this partnership will enable us to further solidify our status as one of Asia’s Top Influential Brands.

“Like DirectAsia, Leicester City is an organisation with big ambitions. The Club’s commitment to outperform far larger rivals both on and off the pitch through sound management, great teamwork and a close relationship with the fan base is something we greatly admire and we seek to employ the same principles in the conduct of our business with customers.

“Leicester City’s deep connection with the country of Thailand is especially important to us, as we remain committed to growing our footprint in both Thailand and Singapore and delivering unrivalled products and service for our customers.

Leicester City’s deep connection with the country of Thailand is especially important to us, as we remain committed to growing our footprint in both Thailand and Singapore and delivering unrivalled products and service for our customers.

Edip Okur Direct Asia Group CEO

“In Thailand alone we have grown our business rapidly to over 22,000 policies sold annually, with revenue growth of more than 500 percent since 2015. Our customers greatly value our market-leading expertise and friendly, transparent and useful advice. We are planning to invest more in the country, building trust with the Thai people by maintaining our focus on the customer as our top priority.”

Scott Taylor, Executive Director of Project11, said: "We are delighted to have renewed the partnership between DirectAsia and Leicester City. Last season demonstrated a successful partnership and both club and brand are now perfectly aligned and well placed to capitalise further on this partnership leading into the 2017/18 season."

Leicester City’s Head of Partnership Engagement, Harj Hir, said: “To continue our partnership with DirectAsia is great news for Leicester City Football Club. Our popularity in Asia, especially Thailand, has already demonstrated substantial growth for our partners in this region. Our activation in Direct Asia’s key territories provided an excellent return on investment during the 2016/17 season and will continue to work closely with DirectAsia in this next phase of our partnership.”

Since its beginnings in 2010, DirectAsia’s business has grown rapidly from Singapore to Thailand, which is the home of Leicester City’s parent company, King Power International.

DirectAsia is part of the London-listed global insurer Hiscox and serves more than 75,000 customers with a staff of over 200 people. Its customer-focused approach to motor and travel insurance has seen it win a host of awards for outstanding service.

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