Leicester City FC and Parimatch: A Long-Term Partnership in Sports Betting

Leicester City Football Club has maintained a steady partnership with Parimatch, an international betting and technology company, since the 2020/21 Premier League season. This collaboration has evolved over the years, with Parimatch serving as both the First Team Training Wear Partner and the Official Betting Partner for the club.

Initial Agreement: 2020/21 Season

The partnership began on September 13, 2020, as Leicester City introduced Parimatch as its First Team Training Wear Partner and Official Betting Partner. The agreement featured several prominent branding opportunities for Parimatch:

• Training and Warm-Up Wear: Parimatch branding was displayed on the training and warm-up kits of Leicester City’s First Team squad during both domestic and UEFA Europa League matches.
• In-Stadium Presence: The company’s logo appeared on pitch-side LED boards during home fixtures in the Premier League, FA Cup, and Carabao Cup.
• Interview Backdrops: Branding was included in interview backdrops for all top-flight fixtures at King Power Stadium.
• Digital Integration: Parimatch’s presence extended to Leicester City’s official social media platforms and other digital channels.

Renewals and Extensions: 2023/24 and Beyond

September 4, 2023: Contract Extension

Leicester City confirmed that Parimatch would continue as the Official Betting Partner for the 2023/24 Premier League season. Key features of this renewed agreement included:

• Pitch-Side LED Advertising: The brand’s logo remained visible at King Power Stadium during matchdays.
• Digital Visibility: Enhanced presence across Leicester City’s media and online platforms.

August 2023: Further Commitment for 2024/25

Parimatch renewed its collaboration with Leicester City for the 2024/25 season, showcasing a shared commitment to mutual growth and engagement. The extended partnership reflects both parties’ ambitions to enhance their global reach.

Parimatch’s Position in the Market

Parimatch, headquartered in Cyprus, is a global betting operator integrating sports wagering and casino offerings through its advanced online platform. Managed by BVGroup in the UK, Parimatch is recognized for its innovative approach to sports betting and digital gaming. The brand has leveraged partnerships with prominent football clubs, including Leicester City, to expand its footprint in the highly competitive UK betting market.

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