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Leicester City recently announced a new sponsorship deal with the Cyprus based, international betting and technology agency Parimatch. This exciting news makes the brand the “Official First Team Training Wear Partner” meaning Parimatch has secured valuable branding space on the clubs training and warm-up kit.’s Meghan Butler reports that “Fans will be able to spot the Parimatch logo while the team plays its domestic and UEFA Europa League Fixtures.”

This sponsorship deal is a valuable acquisition for Parimatch which not only comes in time for the Premier League but just as they launch an online casino and sports betting platform specifically designed for Great British marketplace.

A Full Explanation Of The Deal

Although the bedrock of the deal is Parimatch being one of the most distinguished t-shirt sponsors of Leicester City, this season fans will also see the brands distinctive logo elsewhere.

Parimatch has invested and will be rewarded with advertising space that will feature prominently in high profile tournaments such as the Premier League, the Carabao Cup, Emirates FA Cup and Uefa Europa League.

Alongside the training and warm-up kits, all fixtures played at the club’s home, the King Power Stadium this season will feature Parimatch branding. This includes pitch-side LED advertising boards, interview backgrounds and promotion of the brand across the club’s social media channels.

Who Are Parimatch And Why Are They Investing In Leicester City?

Founded In 1994 Parimatch are a household name and one of the most successful betting operators in Eastern Europe and Russia. They are one of the oldest traditional bookmakers in Eastern Europe, this combined with an inventive mindset and a foreword-thinking investment into developing markets allowed them to spearhead the online gambling revolution.

Thanks to their progressive mindset, the Cyprus based, Ukrainian company have been at the centre of Online gamblings boom since the turn of the millennium. They have had an increasingly sizeable customer base in the CIS region ever since. This industry leader has now set their sights on Indian and European markets.

In recent years Parimatch has made several high profile sponsorship deals. In 2018 they became the official betting and wagering sponsor of the UFC in the CIS, Africa, the Middle East and Europe. They have an impressive selection of brand ambassadors including high profile sports stars such as Mike Tyson and Conor McGregor.

Over the last few years, the reputation of gambling firms has been slightly tarnished by calls from some MPs for stricter legislation. This means several clubs have shied away from sponsorship deals with betting firms. However, Leicester City has made an educated decision choosing Parimatch to be their Official First Team Training Wear Partner.

The brand prides itself on producing trusted and accountable products that users can enjoy responsibly. Customers can rest assured that the brand has full licensing from the UK Gambling Commission and has its own charitable foundation. As of 2018, the Parimatch Foundation has been striving to promote health and well-being in the community, they aim to do this by using inclusivity and sports to educate and engage children and young adults.

The recent news is great for both parties as they believe they share ambitions and affinities.

Sergey Portnov, CEO at Parimatch recently stated that “This is a fitting and excellent partnership… we see a lot of similarities between ourselves and Leicester City Football Club.”

While Harj Hir, Head of Partnerships at Leicester City, stated that “We are really pleased to partner with Parimatch, an exciting international brand. We look forward to working together and helping to grow each other’s international profile.”

Sports Betting With Parimatch

Although Parimatch does have an excellent casino with a fabulous selection of games to choose from including poker, slots and blackjack, it really is their sportsbook that makes them stand out as a brand.

With nearly 20 different sports to choose from, whether its football, E-sports, UFC, tennis or the Grand Prix, Parimatch has something to suit everyone. They offer the incredible feature of allowing mid-game wagers meaning you can place bets during live games without having to worry about how long there is left on the clock.

And the best part is, as of the First of October Parimatch have launched their services to UK markets. Their new sleek and simple website has been tailor-made for British audiences to ensure smooth transactions and optimum enjoyment.