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Read Full BioPremier League club Leeds United has announced a partnership with Parimatch to feature on the sleeves of its shirt from the 2025-26 season.
The sponsorship deal comes as Premier League clubs face an impending ban on gambling companies as front-of-shirt sponsors.
Clubs voted in favor of a ban from the start of the 2026-27 season, but the announcement of Leeds’ new partnership indicates clubs will continue to find ways to partner with betting platforms.
The club announced the deal in a statement on its website, with Morrie Eisenberg, Chief Business Officer at Leeds, commenting, “We’re really pleased to bring Parimatch onboard with the club as our new sleeve partner.
“They are a trusted brand who have worked within the sporting industry for a long time, showing commitment to the game. We will work closely with the Parimatch team to continue our commitment of delivering innovative campaigns and activations where possible.”
Sleeve Sponsors Limit Income For Clubs
After gaining promotion from the Championship last season, Leeds are aiming to compete with clubs that have a far higher budget in the Premier League this year.
Securing lucrative sponsorship deals is an essential source of revenue for clubs, with the ban on front-of-shirt sponsors expected to hit clubs competing at the lower end of the league hardest.
Last season, 11 clubs had front-of-shirt betting sponsors generating approximately £104 million ($135 million) in revenue.
Clubs have been rushing to maximize the last season of betting companies on the front-of-shirt, and West Ham recently signed a one-year deal with Boylesports to appear on its strips.
The one-year deal was reported to be worth £12 million ($16 million), but estimates suggest that average shirt deals will decline by around 40% post-ban. Smaller clubs, such as Leeds and West Ham, are expected to lose over 50% of their main sponsorship revenue.
Parimatch Promoting Premier League Clubs
There was no announcement on the terms of the deal with Parimatch. Still, in addition to appearing on Leeds’ sleeve, the company’s branding will also feature around the club’s stadium, training ground, and media backdrop.
In addition to sponsoring Leeds, Parimatch signed a deal with fellow Premier League club Nottingham Forest last year to become the team’s official betting partner.
Sergey Portnov, CEO, spoke about showing commitment to clubs that are looking to shape the future of football.
The company has also previously partnered with Leicester City, Everton, and Chelsea in the Premier League, as well as Italian soccer side Juventus, Botafogo in Brazil, and Shakhtar Donetsk in Ukraine, where Parimatch was founded.
He said: “This is more than a partnership – it’s a powerful alliance between two brands with the same goal: to win. We believe in strong leadership, and we see that in Leeds United – a club with a proud history, loyal fans, and big dreams for the Premier League 25/26. We don’t wait for change. We lead it. This partnership shows our commitment to working with clubs that shape the future of football.”
Company Targets Alternative Markets After Ban In Ukraine
Parimatch began in Kyiv, Ukraine, in 1994, initially operating as a retail bookmaker before expanding into online betting in 2000.
The company became the first officially licensed bookmaker under new gambling legislation in Ukraine in March 2021, paying significant taxes and license fees.
However, it is no longer operational in its home country after a crackdown on gambling by President Volodymyr Zelensky in 2023.
The company is now targeting alternative markets and is licensed in the UK via BV Gaming Limited, a company registered in Gibraltar.
It has also held licenses in Kazakhstan, Tanzania, India, Cyprus, and Curaçao (eGaming licence), allowing online casino and poker services in addition to sports betting.
The deal with Leeds has been signed just in time for the new Premier League season, which kicks off on August 16. Leeds will host Everton in the club’s first match on August 18.
