Premier League: DirectAsia (insurance) becomes official partner of Leicester City FC for 2016-17

The online insurance company DirectAsia, based in Singapore and Thailand, has become the official partner of Leicester City FC (Premier League) for the 2016-17 season, the club announced on 03/10/2016. The partnership was negotiated by the British marketing and media rights agency Project11.

Leicester City FC are 100% owned by the airport duty-free conglomerate King Power International Limited, which is owned by the Thai businessman Vichai Srivaddhanaprabha. "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," said Harj Hir, head of partnerships at Leicester City FC, on 03/10/2016.