Parimatch Tech and Chelsea FC: A Partnership Amidst Turmoil and Commitment to Support Ukraine

Parimatch Tech, an international technology and betting company, entered a significant three-year partnership with Chelsea Football Club in August 2021. The collaboration aimed to leverage Chelsea’s globally recognized brand, with Parimatch Tech utilizing a diverse array of digital, social, and logistical assets for branding opportunities. However, the partnership faced challenges and transformations due to geopolitical events in 2022.

The Launch of the Partnership in 2021

The initial agreement between Chelsea and Parimatch Tech was announced as a three-season partnership running through to 2023/24. As part of the deal:

• Parimatch Tech aimed to enhance its brand visibility by collaborating with Chelsea’s bold and ambitious image.
• The company utilized Chelsea’s extensive digital and social media platforms to create mutual branding opportunities.

In November 2021, Parimatch launched a unique advertising campaign titled “The Chosen Ones.” This creative endeavor featured Chelsea defenders as futuristic Knights of the Round Table, reimagining the Arthurian legend with football as the focal point. The campaign underscored Parimatch’s innovative marketing strategies and highlighted its association with top-tier football talent.

Challenges in 2022: Geopolitical Impact

In March 2022, the partnership faced scrutiny due to the geopolitical crisis following Russia’s invasion of Ukraine. Reports surfaced suggesting Parimatch Tech might terminate its partnership with Chelsea due to the club’s ownership by Roman Abramovich, a sanctioned Russian oligarch. However, Parimatch Tech clarified its stance:

• The company scaled back joint marketing activities with Chelsea to focus on providing aid to Ukraine.
• Parimatch Tech confirmed its intention to remain in partnership with Chelsea, distancing itself from Abramovich’s ownership and emphasizing its commitment to humanitarian efforts.

Parimatch Tech’s Actions to Support Ukraine

As part of its response to the crisis in Ukraine:

• Parimatch Tech terminated its franchise agreement in Russia. Betring LLC, which operated the Parimatch brand in Russia since 2016, was officially instructed to cease using the brand name.
• The company allocated UAH 60 million (approximately $2 million) to humanitarian relief efforts.

A Partnership in Transition

Despite the challenges, Parimatch Tech continued to honor its partnership with Chelsea. By maintaining its presence with the club while scaling back marketing activities, the company demonstrated its ability to navigate complex global circumstances while focusing on humanitarian priorities.

The deal, which runs through the 2023/24 season, highlights Parimatch Tech’s dual commitment to its commercial goals and social responsibilities.

Parimatch Tech: Background and Global Presence

Founded in 1994, Parimatch Tech is headquartered in Limassol, Cyprus, and operates internationally as a leading provider of tech and marketing solutions in the betting and entertainment industry. Known for its dynamic branding and innovative campaigns, the company has established a strong presence in Europe, Asia, and the CIS region.

• Revenue Growth: Parimatch Tech has consistently expanded its operations, with annual revenues exceeding $500 million in recent years.
• Sponsorship Strategy: The company has partnered with prominent football clubs, including Chelsea FC and Juventus, to bolster its brand visibility and engage with a global audience.

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