Leicester City and King Power team up to support Thai tourism
Leicester City and King Power have announced a season-long partnership with the Tourism Authority of Thailand to support the country’s recovery from the COVID-19 crisis.
The Thailand Smiles With You campaign will see them work together to reintroduce one of the world’s most visited tourist destinations.
The new 2020/21 Leicester City home shirt by adidas, the players’ version of which will feature Thailand Smiles With You for Premier League games next season, was revealed by Leicester City chairman and King Power CEO Aiyawatt Srivaddhanaprabha at the global launch of the campaign in Bangkok.
Since being acquired by Bangkok-based King Power in 2010, Leicester City has enjoyed major support from the people of Thailand.
Srivaddhanaprabha 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 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.”
Thailand Smiles With You will see King Power – Leicester City’s official shirt partner since 2010 – donate a significant part of its sponsorship inventory to the campaign.
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.
“But I feel confident it is a campaign Leicester City supporters will get behind, strengthening the sense of solidarity that already exists between the city and the people of Thailand.”