Leeds United Announces Sleeve Sponsorship Deal with Parimatch for the 2025/26 Premier League Season

Leeds United has confirmed a new partnership with Parimatch, naming the global betting brand as the official sleeve sponsor for the men’s first team during the 2025/26 Premier League campaign.

The agreement marks Parimatch’s return to Premier League exposure, where it has previously partnered with several high-profile clubs. As part of this latest collaboration, the Parimatch logo will feature on the left sleeve of Leeds United’s newly unveiled home and away kits.

#LUFC 🤝 𝗣𝗮𝗿𝗶𝗺𝗮𝘁𝗰𝗵
Leeds United is delighted to welcome Parimatch as the club's official sleeve partner#BackWhereWeBelong

— Leeds United (@LUFC) July 29, 2025

Brand Visibility Across Key Club Touchpoints

In addition to appearing on the matchday kits, Parimatch will receive extensive visibility through:

• Perimeter LED boards at Elland Road
• Branding presence at the Thorp Arch training facility
• Backdrops used in media engagements and interviews

The strategic integration of Parimatch branding ensures consistent exposure across digital, stadium, and broadcast platforms throughout the season.

Joint Activations and Digital Campaigns

Beyond static visibility, the partnership aims to deliver dynamic value through the launch of joint marketing activations and engaging digital campaigns. These initiatives will be developed and promoted across both Leeds United and Parimatch’s media channels, reflecting a shared commitment to innovation and fan engagement.

While the full campaign rollout will be revealed in the coming weeks, both parties have expressed a focus on creating interactive fan experiences and reinforcing connections between supporters and the club.

Leadership Statements: Vision for the Future

Sergey Portnov, CEO of Parimatch, emphasized the symbolic nature of the partnership:

“This is more than a commercial agreement – it’s a strategic alliance built on ambition. Leeds United represents a strong vision for the future, grounded in history and backed by a dedicated fanbase. At Parimatch, we aim to lead change in the sports entertainment space, and this partnership reflects our desire to work with clubs who are equally forward-thinking.”

Morrie Eisenberg, Chief Business Officer at Leeds United, welcomed the new partnership, adding:

“We’re pleased to announce Parimatch as our new sleeve sponsor. They are an established brand in the sports industry and bring with them decades of experience in fan engagement. Together, we look forward to launching innovative content and campaigns that deliver added value for our supporters.”

About Parimatch

Founded over 30 years ago, Parimatch has grown into a global entertainment company known for its presence in sports betting and gaming. With partnerships across international football and esports, Parimatch continues to expand its footprint through high-impact sponsorships and digital-led strategies. The brand is committed to responsible entertainment and supports various sports development initiatives globally.

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