Leicester City Reveals New Main Shirt Sponsor
Leicester City has marked its Premier League return by signing a multi-year principal partnership with cryptocurrency gaming platform BC.Game.
The company’s logo will replace King Power on the front of the men’s team’s shirts from the 2024/24 season.
King Power meanwhile will become the Foxes’ new training wear partner, and will retain a strong branding presence across the club’s men’s and women’s teams.
The Thai travel retail company is owed by Leicester City Chairman Aiyawatt Srivaddhanaprabha, and has held naming rights to the club’s stadium since 2011.
Susan Whelan, CEO of Leicester City, said, “As a leading global operator in a rapidly evolving environment, BC.Game already have a history of successful relationships in sport and we look forward to the development of a mutually beneficial partnership.
“The ability to attract high-value partners upon our return to the Premier League is vital to our determination to re-establish Leicester City among the game’s elite, to continue to invest in a competitive squad and to ensure the best possible experience for our supporters.”
Further details on the new principal sponsor of the women’s team will be announced on 20th July, according to a club release.
The new men’s home kit for the upcoming season will be revealed on Sunday 6th July.
Leicester’s PSR Appeal
Earlier this week, the Foxes launched an appeal, after losing their challenge against the Premier League’s Profit and Sustainability Rules (PSR) charges.
This came after an Independent Commission ruled that the league can sanction the club, after charging the East Midlands club with alleged financial breaches in March.
Leicester reported a loss of £89.7m for the 2022/23 season the following month, bringing their cumulative losses to a £215.3m over the last three years. PSR regulations prohibit clubs from making losses greater than £105m over a three-year period.
At the time, the club was playing in the EFL Championship, after being relegated at the conclusion of the 2022/23 season. Leicester therefore made the case that the league’s PSR would not apply, as they had been relegated before the end of the accounting period.
In a statement, the Premier League confirmed that it had dismissed Leicester’s challenge, deeming the the club has ‘no jurisdiction to consider an alleged breach of Profitability and Sustainability Rules (PSRs).’
The Premier League added that the breaches applied to the 2022/23 season, ‘when the club was a member of the Premier League.’
In response, a statement from Leicester City said, “LCFC notes the publication today of the decision of the Premier League Commission.
“The club is disappointed with the decision, which does not appear to reflect the wording of the Premier League’s Rules, and has lodged an appeal.”
Despite securing promotion back to England’s top-flight at the first attempt for the 2024/25 season, Leicester could now face a point deduction from the Premier League.
Last season, both Everton and Nottingham Forest fell foul of the league’s PSR, and were both subsequently docked points.
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