As Leeds United prepares for a highly anticipated 2025/26 Premier League campaign, the club has officially announced a significant new strategic partnership with the international sports betting brand Parimatch.
The comprehensive agreement establishes Parimatch as the club’s official sleeve partner for the season, marking a key commercial milestone that follows the recent unveiling of the team’s new home and away kits.
Under the terms of the multi-faceted partnership, the distinctive Parimatch logo will be featured on the left playing sleeve of the men’s first team shirts.
Beyond the kit sponsorship, the brand will benefit from extensive visibility throughout the club’s key facilities. This includes prime placement on the state-of-the-art perimeter LED advertising system and official media backdrops at the historic Elland Road stadium.
The branding will also extend to the club’s Thorp Arch training ground, ensuring consistent exposure to a global television audience and matchday attendees alike.
Parimatch is an established name in the Premier League, having previously cultivated brand visibility through partnerships within the top flight of English football.
The company’s recent renewal of its land-based sports betting partnership with Leicester City for the 2024/25 season, followed by this new deal with Leeds, signals a clear and ambitious strategy to solidify its presence in the UK market.
This alliance is set to be an active collaboration, with both organizations planning a series of engaging partnership activations and digital campaigns designed for their shared audiences.
Sergey Portnov, CEO of Parimatch, conveyed his excitement for the venture:
This is more than a partnership – it’s a powerful alliance between two brands with the same goal: to win. We believe in strong leadership, and we see that in Leeds United – a club with a proud history, loyal fans and big dreams for the Premier League 25/26.
Morrie Eisenberg, Chief Business Officer at Leeds United, reciprocated the sentiment.:
We’re really pleased to bring Parimatch onboard with the club as our new sleeve partner. They are a trusted brand who have worked within the sporting industry for a long time, showing commitment to the game.
