Walkers crisps has renewed its long-standing partnership with Leicester City Football Club, which includes sponsoring of LCFC Women.
Walkers, which has its main crisp making and distribution operations in the city, is supporting both the men’s and women’s teams this season, with its branding visible at the King Power Stadium on home matchdays. The stadium was once known as the Walkers Stadium and ex-City star Gary Lineker has been an ambassador for the crisp company for years.
This season will be the first time Walkers will have sponsored LCFC Women, who recently kicked off their second successive campaign in the Barclays Women’s Super League.
PepsiCo, Walkers’ parent company, has a long-term commitment to women’s football, recently announcing a partnership with Women in Football to sponsor 45 aspiring female coaches on a Football Association course to help kick-start football coaching careers for women across the UK.
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.”
Leicester has been the home of Walkers since it was founded by Henry Walker in 1948, and the links with the Foxes date back more than 25 years.
The company sponsored the club’s shirts from 1987 to 2001 and the Filbert Way stadium carried the brand’s name between 2002 and 2011.
Walkers has also been an advocate for grassroots football in Leicester, launching a community football pitch in the city last year in partnership with Leicester City in the Community, which was made in part using recycled Walkers crisps packets.
Harj Hir, head of partnerships at Leicester City, said: “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.”
