Feeds

Electronics firm named as Leicester City shirt sponsors

Lineker 'sick as a parrot' at end of Walkers Crisps tie-in

  • alert
  • submit to reddit

The Power of One Infographic

Consumer electronics manufacturer LG Electronics will displace Walkers Crisps as shirt sponsors of football club Leicester City from next season.

The English premiership outfit, who are dropping towards mid-table after an promising start to the season, will take over from Walkers in a deal worth a minimum of £2.5m over the initial first two years of the contract. The agreement, which also includes various performance-related payments, might be extended into a third season for a further £1.25m. In all the deal might be worth £7m.

Leicester's most famous ex-player, and current Match of the Day presenter, Gary Lineker also stars in a high-profile series of TV ads for Walker's Crisps, one of which stars Blubber-boy former team-mate Paul Gascoigne. The deal between LG and Leicester means Lineker's marketing value to Walkers is diminished, though whether this caused him to cry into his chips isn't recorded in the LG press release on the deal.

LG Electronics employs 50,000 people around the globe, marketing its products to consumers in more than 180 countries. Its product range include Flatron TVs and monitors, IDTVs, DVDs, MP3s, fridge-freezers, washing machines and optical storage products.

The firm also sponsors the reigning World Champions France, though not as shirt sponsors, as well as the Australian national football team.

Technology company sponsourship of football teams has brought mixed blessings on the field. Sharp enjoyed a hugely successful partnership with Manchester United and ISP Demon Internet (or Thus) has a good tie-in with up-and-coming Fulham.

However Tottenham won nothing during its long association with Hewlett-Packard, and fans of the club even considered it brought them bad luck. It's all a game of two halves, isn't it? ®

Related Stories

Technical hitch hits World Cup web sales
Alan Sugar cries cos he's called a miser

Seven Steps to Software Security

More from The Register

next story
NSA man: 'Tell me about your Turkish connections'
Spooks ask Dabbsy to suggest a nice hotel with pool
Carlos: Slim your working week to just three days of toil
'Midas World' vision suggests you retire later, watch more tellie and buy more stuff
Motorist 'thought car had caught fire' as Adele track came on stereo
'FIRE' caption on dashboard prompts dunderheaded hard shoulder halt
Brit Rockall adventurer poised to quit islet
Occupation records broken, champagne corks popped
Accused! Yahoo! exec! SUES! her! accuser!, says! sex! harassment! never! happened!
Allegations were for 'financial gain', countersuit claims
Yahoo! Japan! launches! service! for! the! dead!
If you're reading this email, I am no longer alive
Plucky Rockall podule man back on (proper) dry land
Bold, barmy Brit adventurer Nick Hancock escapes North Atlantic islet
Japanese artist cuffed for disseminating 3D ladyparts files
Printable genitalia fall foul of 'obscene material' laws
prev story

Whitepapers

Top three mobile application threats
Prevent sensitive data leakage over insecure channels or stolen mobile devices.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Application security programs and practises
Follow a few strategies and your organization can gain the full benefits of open source and the cloud without compromising the security of your applications.
The Essential Guide to IT Transformation
ServiceNow discusses three IT transformations that can help CIO's automate IT services to transform IT and the enterprise.