In 2010, Leicester City Football Club was sold to the Asia Football Investments Consortium led by King Power Group’s Chairman Vichai Srivaddhanaprabha who became the Club Chairman six months later, while his son Aiyawatt became Vice-Chairman.
In 2011, the Stadium was renamed King Power Stadium in time for a prestigious pre-season friendly fixture against Real Madrid, and a year later the ownership of Leicester City Football Club was transferred from Asia Football Investments to King Power International.
Since becoming owners of the Club, King Power have secured the Stadium for the Club by purchasing it from its previous owners, while investment has been placed into the playing team, facilities and backroom staff – helping the Club climb the football ladder and win the Premier League title for the first time.
The agreement saw adidas – one of the world’s most famous sporting brands – become the Foxes’ Official Technical Kit Partner on 1 June, 2018.
Proudly endorsed by some of the biggest names in world sport, adidas’s iconic three stripes have adorned City's strips since the 2018/19 season.
As one of Asia’s premier beverage producers, ThaiBev has 192 subsidiaries and an international presence in over 90 countries.
The partnership saw ThaiBev’s subsidiary company, Bia Saigon, become Leicester City’s Official Sleeve Sponsor, meaning their logo will adorn the famous shirts in every fixture throughout the 2018/19 season as the Foxes look to embark on another historic year.
Amazing Thailand have been an official Club partner since the 2012/13 season, and have been with the Club on their rise to top flight football.
During the first two years of the partnership between Amazing Thailand and the Foxes, the back of the first team’s shirts included the Amazing Thailand branding; while in the second-half of the 2014/15 season Amazing Thailand engaged directly with supporters when mini-footballs complete with Amazing Thailand’s branding distributed amongst the crowd.
More recently, the partnership has seen the Home and Away dugouts at King Power Stadium branded with Amazing Thailand.
DHL have been with the Foxes since their promotion winning season (2013/14), and have followed the Foxes throughout the Great Escape season, the unforgettable Premier League winning season which saw the Club defy odds of 5000/1 to win the Premier League; as well as the 2016/17 season when the Club competed against some of Europe’s elite in the Champions League.
Since Leicester City Football Club’s promotion winning 2013/14 season, local university DMU have been the Club’s Official Higher Education Partnership, and as the Club rose through English football DMU have worked alongside them to create a number of exciting activations.
Such activations include:
DMU’s Varsity Teams having behind-the-scenes tours of King Power Stadium and meeting LCFC Legends
Opportunities for DMU students to undertake work experience with the Club
Scholarships for King Power employees at De Montfort University
Opportunity for De Montfort University students to work with King Power charities
Since the 2014/15 season, SCB have been the International Academy Partner of Leicester City Football Club, a partnership which continued further from the 2017/18 season.