Football Shirt Culture.com

King Power, The King of Duty Free, has been unveiled as the new shirt sponsor of Leicester City Football Club for an initial three-year term.

The new partnership has been hailed by Leicester City Chairman, Milan Mandaric, as 'a strong vote of confidence in an ambitious club' and as a 'great level of commitment towards our goal of success in the Championship and our drive towards the top table of English Football'.

The long-term and multi-faceted relationship between King Power and Leicester City Football Club will be developed over the coming months and years with extended engagement across the Club's many ongoing initiatives. These include the very successful Academy that has developed such international stars as Gary Lineker and Emile Heskey.

King Power will also support the abundance of community projects that bring the diverse Leicestershire community together. The partnership will also continue into new joint projects that will be announced in due course.

As part of the sponsorship, the King Power logo will be seen all over the world, in 167 territories, via the extensive television coverage that English football enjoys. The popularity of English football has never been higher and the King Power logo will feature on the home, away and third shirts in addition to both perimeter boards and interview backdrop.

King Power will in essence become a part of the fabric of the Club and the excitement about the partnership is palpable.

King Power Chairman Vichai Raksriaksorn added; 'We see this three year deal as strategic and vital for our powerful global brand.King Power is based in Thailand and our name is synonymous with quality, providing brand name products to millions of tourists at 76 outlets throughout Thailand's main airports.

'Our interest in football is well established as sponsor to the Thai national football league and this sponsorship of Leicester City illustrates our ambitions and those of the club.

'This is an exciting and dynamic opportunity for us and I hope a relationship which can deliver much more for all sides including the fans'.

The new shirts will be available online and from the City Megastore at the Walkers Stadium from Friday 27th August.

Fans who have already purchased new shirts for the 2010-11 season will not miss out as the City Megastore is making special arrangements to add the brand of King Power on to all those new shirts, also from Friday 27th August.

The new branding will be worn by the team for the first time at the club's opening npower Championship game against Crystal Palace on Saturday 7th August.

Thanks to Steve