Leicester City partner with DirectAsia

Premier League champions extend their commercial presence in south-east Asia.

4 October 2016 George Dudley
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Online insurance provider DirectAsia Group has been announced as an official partner of Premier League soccer champions Leicester City.

The Thailand and Singapore-based company will assume the role for the 2016/17 season. The collaboration further represents the English Midlands club’s increased commercial presence in south-east Asia. Leicester are owned by Thai travel retail firm, King Power International Group. 

The financial terms of the one-year deal were not disclosed. 

“We are delighted to be an official partner of Leicester City, a club with rich history and strong community values which closely align with our brand,” said Edip Okur, chief executive of DirectAsia Thailand. “We are confident that this partnership will enable us to further solidify our status as one of Asia’s top influential brands.”

Harj Hir, head of partnerships at Leicester City, added: “We are delighted to welcome DirectAsia on board our growing list of global partners. Our popularity in Asia, especially Thailand, has already demonstrated substantial growth for our partners in this region. We will work closely with DirectAsia to deliver the best possible return on their investment.”

Leicester City confounded all expectations by winning the 2015/16 Premier League title by ten clear points over more fancied rivals Arsenal and Tottenham Hotspur, who finished second and third respectively. After seven games of the 2016/17 season, the Claudio Ranieri-managed side occupy 12th position in English soccer’s top-flight with eight points, which is the joint second-lowest return at this stage by a returning Premier League champion.

Online insurance provider DirectAsia Group has been announced as an official partner of Premier League soccer champions Leicester City.

The Thailand and Singapore-based company will assume the role for the 2016/17 season. The collaboration further represents the English Midlands club’s increased commercial presence in south-east Asia. Leicester are owned by Thai travel retail firm, King Power International Group. 

The financial terms of the one-year deal were not disclosed. 

“We are delighted to be an official partner of Leicester City, a club with rich history and strong community values which closely align with our brand,” said Edip Okur, chief executive of DirectAsia Thailand. “We are confident that this partnership will enable us to further solidify our status as one of Asia’s top influential brands.”

Harj Hir, head of partnerships at Leicester City, added: “We are delighted to welcome DirectAsia on board our growing list of global partners. Our popularity in Asia, especially Thailand, has already demonstrated substantial growth for our partners in this region. We will work closely with DirectAsia to deliver the best possible return on their investment.”

Leicester City confounded all expectations by winning the 2015/16 Premier League title by ten clear points over more fancied rivals Arsenal and Tottenham Hotspur, who finished second and third respectively. After seven games of the 2016/17 season, the Claudio Ranieri-managed side occupy 12th position in English soccer’s top-flight with eight points, which is the joint second-lowest return at this stage by a returning Premier League champion.