Adam Roarty is a journalist covering sports betting, regulation, and industry innovation for CasinoBeats. His coverage includes tax increases in the UK, covering breaking stories in the ever-evolving landscape of US betting such as the...
Read Full BioManchester United has announced a deal with Parimatch, following closely on the heels of the betting company’s partnership with rival club Leeds United.
Parimatch will become United’s official betting partner across parts of Asia, the Middle East, and North Africa. The company was featured on the LED advertising boards at Old Trafford for Man United’s opening league match last weekend. United lost the game 1-0 to Arsenal.
Despite the club’s lack of success in recent times, Parimatch CEO Sergey Portnoy was full of praise when announcing the partnership. Portnoy commented: “When we see greatness, we recognise it immediately.”
The Red Devils finished 16th in the Premier League last season, but have invested heavily in the summer transfer window. Their total spending is at just under £200 million ($270 million), with two weeks remaining until the window closes. Only last season’s champions, Liverpool, and Club World Cup winners, Chelsea, have spent more.
United’s sponsorship deals are crucial to its revenue and ability to invest in new players. In addition to signing a partnership with Parimatch, it also announced deals with Coca-Cola and fintech company Sokin last week. There are now 39 official partners listed on the club’s website.
Marc Armstrong, the club’s Chief Business Officer, said his commercial team generated $95.1 million (£70m) in partnerships over the past five months.
On the Parimatch deal, Armstrong stated: “We are pleased to welcome Parimatch as a new partner. Parimatch has an impressive record of working with leading sports organisations and we look forward to building a successful relationship that engages our fans in these key regions.”
Parimatch Praises Partnerships With Both Clubs
The announcement follows Parimatch signing on as rival club Leeds United‘s sleeve sponsor for this season. When announcing that deal, Portnoy said: “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.”
Part of that history involves a bitter rivalry with Man United. According to United’s club website: “Manchester United have an intense rivalry with Leeds United that began as early as 1906 but has its roots much further back in history.”
Leeds fans may not be pleased to hear Portnoy now stating: “Manchester United represents everything we stand for – ambition, excellence, and an uncompromising drive to succeed.”
He went on to add: “This partnership goes beyond business; it’s about joining forces with a club that commands respect across Asia and MENA.”
Sponsor Ban Fails to Stop Deals With Betting Companies
In addition to Man United and Leeds, Parimatch also signed a deal as Nottingham Forest’s official UK betting partner last season. It has also previously sponsored Chelsea, Aston Villa, Newcastle United, and Leicester City.
The Premier League, however, has voted to ban front-of-shirt betting sponsors starting next season. Sleeve sponsors will still be permitted, as will betting partners and advertisers.
Other betting companies have also been making deals with Premier League clubs despite the impending ban. Bally’s signed a one-season deal to feature on Nottingham Forest’s shirts, while BoyleSports did the same with West Ham.
In total, 11 of the 20 Premier League clubs have betting companies on their shirts for this season, worth approximately $135 million.
