Birch’s 39th Annual Charity Run To Support The Vichai Srivaddhanaprabha Foundation

Leicester City Football Club Ambassador, Alan Birchenall, is all set for his 39th Annual End of Season Run which, this year, will be supporting the Vichai Srivaddhanaprabha Foundation. This year the Birch will be joined by Cross Productions Business Development Manager Liam Deacy and his son Kian who has raised over £5000 for the foundation.

A long-standing tradition of City’s final home game of the season, the event will see Birch and his army of fundraisers endure a gruelling 90-minute pre-match run around the pitch at King Power Stadium, with this year’s efforts taking place ahead of the visit of Chelsea on Sunday 12 May (3pm BST kick-off).

Over £1M has been raised through the run since Birch launched it in the early 1980s, with more than 100 local charities benefiting from that money over the years.

The Birch said: “This year we’re raising money for the Vichai Srivaddhanaprabha Foundation, in honour of our late Chairman, who did so much for this Football Club and the community of Leicester. We’re once again relying on the generosity of the Blue Army to make it a success, so dig deep, because every penny helps make a difference.

The Vichai Srivaddhanaprabha Foundation was renamed in 2018 following the untimely death of the Club’s Chairman, whose vision brought about the establishment of what was the LCFC Foxes Foundation in 2011.

Under its previous name, the Foundation raised almost £2M for local charities, including Leicester Hospitals Charity, LOROS and Rainbows Children’s Hospice, as well as helping pay for the installation of life-saving defibrillators in key areas around Leicestershire.

Under its new name, the Vichai Srivaddhanaprabha Foundation will continue to be a source of support for causes in Leicestershire and beyond, reflecting the late Chairman’s famous generosity to a remarkable spectrum of beneficiaries.

Good luck to Alan, Liam and Kian from Jenny, Sally, Leanne and everyone at Cross Productions

On the day of Birch’s run, bucket collectors will be in position at King Power Stadium for supporters to donate, while you can also donate online or via text:

Online: Visit the JustGiving website at

Text: Simply text LCFC33 with the amount to 70070 to donate.

To support Kian head to

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