Parimatch will see their branding appear on the training and warm-up wear of Leicester City’s First Team squad during all domestic and UEFA Europa League fixtures for the upcoming season. 

The partnership will also see the company’s branding visible on pitch-side LED advertising boards at all home Premier League, Emirates FA Cup and Carabao Cup games, as well as on interview backdrops for all top-flight fixtures at the King Power Stadium and on the Club’s social media channels.

Harj Hir, Head of Partnerships at Leicester City, said: “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.

”Parimatch connect traditional and emerging markets with an innovative betting platform and are one of the most popular operators within the CIS region, and are shortly launching a new site specifically created for customers in Great Britain. The company prides itself on a reliable, and responsible, experience across an original mobile-orientated digital platform. Their betting products provide an exciting form of entertainment that enhances customers’ enjoyment of sport and gaming. 

Sergey Portnov, CEO at Parimatch said: “This is a fitting and excellent partnership for Parimatch. Firstly, the Premier League is one of the greatest and most popular competitions in the world. Our brand belongs on this stage. Secondly, we see a lot of similarities between ourselves and Leicester City Football Club. Leicester are the great surprise story of the Premier League.  Their title win in 2016 will be forever remembered around the world and they have since firmly established themselves amongst the Premier League’s elite.

Yet, just over ten years ago they were playing in third tier of English football. Their meteoric rise is because of their shrewd management and drive to succeed.  Parimatch are also underdogs in the international gaming industry. We have had to overcome many obstacles and continue to better ourselves to get to where we are today.  Leicester’s indelible spirit will help ensure we remain on this exciting path.”