Foxes extend partnership with Walkers

Leicester City FC has renewed its longstanding relationship with Walkers crisps, with the partnership set to include both the men’s and women’s teams for the first time.

The news comes after Walkers’ parent company PepsiCo announced a partnership with Women in Football to sponsor 45 aspiring female coaches on a Football Association course.

The sponsorship deal will run throughout the 2022/23 season and see Walkers branding take pride of place at the King Power Stadium, which is located less than five miles away from the iconic snack manufacturer’s factory in Beaumont Leys.

Walkers’ relationship with the Foxes began over 25 years ago. The company sponsored the club’s shirts from 1987 to 2001 and rebranded its salt and vinegar crisps to celebrate Leicester’s title win in 2016.

Fiona Tomlin, chief marketing officer at PepsiCo UK & Ireland, said: “From Gary Lineker’s iconic ads to our special Salt and Victory crisps marking the historic Premier League title win, Leicester City has regularly been part of the Walkers story for decades.

“Continuing our partnership with the Club and adding to the support of LCFC Women is particularly special for us. It takes PepsiCo’s commitment to supporting its local team and growing the women’s game to the next level, and we can’t wait to see what they go on to achieve.

“With this sponsorship, we’re hoping to inspire even more support for this great city and its footballing legends.”

Harj Hir, head of partnerships at Leicester City, added: “It’s an exciting time for women’s football and the growth and success of LCFC Women in recent seasons has been phenomenal.

“We look forward to continuing our work with Walkers as we aim to boost LCFC Women’s profile even further.”