English soccer club Leicester City has signed a multi-year partnership with Thai beverage corporation ThaiBev.
As part of the deal, Vietnamese beer brand Bia Saigon will become the team’s official shirt sleeve sponsor for the 2018/19 season. ThaiBev’s premium beer, Chang, will be the King Power stadium’s beer partner, being sold from kiosks around the ground.
Saigon’s branding will appear throughout the King Power Stadium, including on interview backgrounds and digital advertising boards.
Aiyawatt Srivaddhanaprabha, vice chairman of Leicester City, said: “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.”
Thapana Sirivadhanabhakdi, president and chief executive of the beverages firm said: “Our recent acquisition of SABECO in Vietnam has also added Bia Saigon into our beer group.
“We have a long-standing relationship with the King Power Group in Thailand and we are pleased to see our partnership extended to the English Premier League. We would like to wish Leicester City continued success in the years to come.”