Walkers Crisps is reviewing its pounds 600,000-a-year sponsorship of Premier League club Leicester City. The move could signal the end of one of the longest-running commercial deals in top-flight football.
Walkers, which has an exclusive deal for former Leicester City striker Gary Lineker to star in the brand's advertising, has been a commercial backer of the club for ten years.
In a statement to Marketing, a Walkers spokeswoman said the firm was discussing possible terms for renewal with Leicester.
'We can confirm that we are reviewing our sponsorship relationship with the club. We have enjoyed a successful partnership and are totally confident that we can retain a fruitful relationship,' she said.
However, Leicester sales and marketing director Simon Haggart is believed to want a significant increase in sponsorship revenue from the club's main deal, and is also in talks with brown and white electrical goods firm LG Electronics.
An LG spokeswoman confirmed that the company was holding talks with Leicester, but insisted that a deal had yet to be signed.
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