English Premier League club Leicester City will feature a new logo on its home shirt for the 2020-21 season after an agreement between the club, its main sponsor and owner King Power, and the Tourism Authority of Thailand.
The slogan ‘Thailand Smiles With You’ will be present on the front of the shirt for all matches at the King Power stadium during the 2020-21 league campaign.
It will also be present in the team’s final game of the 2019-20 season against Manchester United on July 26.
The campaign aims to support Thailand’s recovery from the Covid-19 pandemic by encouraging tourism to the country.
Leicester has been owned by Thai travel retail company King Power since 2010 and, as detailed by SportBusiness Soccer, the company pay £4m (€4.4m/$5.1m) a year for the club’s shirt sponsorship rights. It also holds the naming rights to Leicester’s stadium.
Aiyawatt Srivaddhanaprabha, Leicester City chairman and chief executive of King Power International, said: “The impact of Covid-19 is being felt all over the world and the relationship between Leicester City and King Power gives us the opportunity to support the shared communities that are closest to us.
“In Leicester, the Club has been able to reach out directly to make support available to a number of causes affected by the pandemic and will retain the backing of King Power to continue supporting Leicester’s future recovery.
“This campaign is our opportunity to make a difference in Thailand, where tourism contributes significantly to the nation’s economy and, as a result, the livelihoods of millions of Thai people.”
The Tourism Authority of Thailand has been a sponsor of Leicester City since King Power’s acquisition in 2010. Its ‘Amazing Thailand’ brand has been granted visibility at the King Power Stadium and also featured as part of a back-of-shirt sponsorship during the 2013-14 Championship-winning season.
The replica shirts sold by the club will retain the King Power logo and the company will also retain its presence during European and domestic cup matches through 2020-21.