England's new soccer Champions were 5000-1 outsiders at the start of the season. Sonia Legg looks at the financial implications of Leicester City winning the Premier league title.
Some are calling it the greatest sporting shock in history - certainly the odds were against Leicester City. Last year bookmakers put the soccer club's chances of winning the English Premiership at 5000 - 1. Far less likely than Elvis turning up alive or Kim Kardashian becoming U.S. President. (SOUNDBITE) (English) UNIDENTIFIED LEICESTER CITY FAN, SAYING: "You know it may not happen again but I don't care mate. To make history like this, it's such a fairytale about Leicester City." (SOUNDBITE) (English) UNIDENTIFIED LEICESTER CITY FAN, SAYING (STANDING NEXT TO HIS SON): "I mean, the whole world knows who we are now, that's important. Maybe the Americans can learn to pronounce Leicester properly as well." The victory has certainly put the Midlands city in the global spotlight. The offices of the club's Thai owners King Power attracting more attention than normal. The company has good reason to be optimistic. A potential £150 million pound windfall is now heading their way. (SOUNDBITE) (English) IG, MARKET ANALYST, CHRIS BEAUCHAMP, SAYING: "If you look at potential impact of ticket sales, increased sponsorships and the cash from other Leagues like the Champions League, it will start to have quite an impact on Leicester - you might not see it at a bigger club." Leicester City's shirt maker Puma clearly under-estimated demand - some items sold out weeks ago And global tv audiences are up by a quarter, according to marketing firm Repucom It also says the club's Facebook page following has grown by 540%. Many of those are Italian, following manager Claudio Ranieri (SOUNDBITE) (English) LEICESTER CITY MANAGER CLAUDIO RANIERI SAYING: "I am so happy for the fans, for the chairman, for everybody, for all the Leicester community." The challenge now is monetising this level of support. And maintaining the success.