Gaming and betting operator Parimatch has become an official partner of Everton Football Club in a two-year deal that covers Europe and the Commonwealth of Independent States, ahead of the firm’s UK site going live on October 1.

The ‘Official Betting Partner’ status will see the company’s branding will appear on LED perimeter and ribbon boards at Goodison Park on matchdays, with Parimatch also to be visible across the club’s online platforms, in line with age and territory restrictions.

“We are delighted to welcome Parimatch, another dynamic international brand with strong growth potential, to our portfolio of commercial partners,” explained Alan McTavish, commercial director at Everton Football Club.

“This regionally-focused deal is an important addition to our partnerships roster. Parimatch’s exclusive rights in CIS and Europe – as well as their rights to promote their brand in the UK – fits perfectly with our commercial strategy as we diversify opportunities in many of our sector categories.

“We have been impressed with Parimatch’s commitment to both innovation and ingenuity and we look forward to working together to deliver maximum exposure in their key markets, while offering an official betting service to our fanbase within those territories.”

Furthermore, as part of the collaboration Parimatch aims to increase awareness and customer acquisition in key markets, supporting the brand’s imminent launch of a new site specifically created for customers in Great Britain and solidifying its position within existing pan-European territories.

Sergey Portnov, Parimatch CEO, added: “Parimatch has a strong culture of entrepreneurship and exploring new trends and markets, so partnering with Everton as the brand enters the UK marketplace is massive for us.

“As a global betting brand, we already have exciting deals with UFC and in esports. Everton is a ‘club of firsts’ who have a similar approach to innovation as we do.

“We are committed to an exciting relationship that will bring increased awareness of our brand and allow us to offer a unique approach to our sportsbook and gaming offer to Evertonians all over the world.”