Leicester City Strikes Winning Partnership With DirectAsia
DirectAsia Group, a leading provider of direct-to-consumer insurance in Thailand and Singapore, has been announced as an Official Partner of Leicester City Football Club for the 2016/17 season.
  • Award-winning online insurance provider Direct Asia becomes an Official Partner of Leicester City Football Club
  • The business has enjoyed rapid growth in Thailand recently
  • DirectAsia primarily sells motor insurance as well as additional travel insurance
  • The business has more than 75,000 customers and employs around 200 people
DirectAsia Group, a leading provider of direct-to-consumer insurance in Thailand and Singapore, has been announced as an Official Partner of Leicester City Football Club for the 2016/17 season.
The company, part of the London-listed global insurer Hiscox (LSE: HSX), primarily sells motor insurance, one of the few non-discretionary insurance purchases in Asia, with additional travel insurance products.
DirectAsia has over 75,000 customers and employs around 200 people across its two operations.
Mr Edip Okur, Chief Executive Officer of DirectAsia Thailand, said: “We are delighted to be an Official Partner of Leicester City Football Club, a club with rich history and strong community values which closely align with our brand. We are confident that this partnership will enable us to further solidify our status as one of Asia’s Top Influential Brands.
“Like DirectAsia, Leicester City is an organisation with big ambitions. The club’s commitment to outperform far larger rivals both on and off the pitch through sound management, great teamwork and a close relationship with the fan base is something we greatly admire and we seek to employ the same principles in the conduct of our business with customers.
“Leicester City’s deep connection with the country of Thailand is especially important to us, as we remain committed to growing our footprint in both Thailand and Singapore and delivering unrivalled products and service for our customers.
“In Thailand alone we have grown our business rapidly to 14,000 policies sold annually, with revenue growth of more than 500 percent in 2015. Our customers greatly value our market-leading expertise and friendly, transparent and useful advice. We are planning to invest more in the country, building trust with the Thai people by maintaining our focus on the customer as our top priority.”
Scott Taylor, Executive Director of Project11, global sports marketing rights holder, said: “Our ever-expanding rights within the Premier League and LaLiga continue to grow at pace as we consistently seek and deliver the right brands for sponsorship, partnership and LED exposure for all clubs that we represent. We consult, understand and achieve the goals of our clients and clubs alike. We are delighted to have aligned Leicester City with DirectAsia, Thailand. Strategically they are a perfect fit: rich in culture with similar ambitions.”
Harj Hir, Head of Partnerships at Leicester City Football Club, said: “We are delighted to welcome DirectAsia on board our growing list of global partners. Our popularity in Asia, especially Thailand, has already demonstrated substantial growth for our partners in this region. We will work closely with DirectAsia to deliver the best possible return on their investment.”

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