Leicester City has announced a season-long partnership with the Tourism Authority of Thailand which will see its new ‘Thailand Smiles With You’ campaign featured on the front of the club’s shirts for Premier League matches.
‘Thailand Smiles With You’ is a new campaign launched by King Power, Leicester and the Tourism Authority of Thailand to support the country’s recovery from the COVID-19 crisis. As a result of the deal King Power will also donate a ‘significant part of its sponsorship inventory’ towards the campaign.
Aiyawatt Srivaddhanaprabha, Leicester City Chairman and CEO of King Power International, stated: “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 relationship between King Power and Leicester City has been such a powerful vehicle for success for our entire organisation in the last 10 years. I’m extremely proud to make the power of that relationship available to the Tourism Authority of Thailand in the 2020/21 season.”
Leicester has also announced that for cup and European competitions King Power will remain as the club’s front-of-shirt sponsor.
Whilst the deal is primarily for next season, Leicester will debut the new logo on the final day of the campaign against Manchester United on July 23.
Leicester City Chairman Khun Aiyawatt added: “The world has changed in recent months, sharpening everyone’s focus to take care of our communities and to do the right thing. That doesn’t happen without some agility in our business and we have had to make some changes to our plans for 2020/21 as a result.”
The news follows on from fellow Premier League club Liverpool partnering with the country of Mauritius. Additionally, Gloucestershire Cricket has also announced a front-of-shirt partnership with the Cayman Islands.
