International sports betting company Parimatch has landed a sleeve sponsorship deal with Premier League club Leeds United for the 2025-26 season.
Parimatch branding will appear on the left sleeve of Leeds United’s first-team shirts as the club celebrates its return to English football’s top division.
Further commercial benefits will see the sports betting site’s brand displayed at Leeds United’s ground, Elland Road, which will include the LED advertising around the perimeter of the pitch.
Branding will also feature at the Thorp Arch training ground and “innovative partnership activations” will be displayed across the club’s official digital platforms.
Parimatch In The Premier League
Parimatch had previously been the official betting partner of Leicester City from the 20220-21 season until the club’s relegation from the Premier League at the end of the 2024-25 campaign.
Perhaps its highest profile association was a three-year deal with Chelsea, the new World Club Cup champions, which ran from 2021-22 to 2023-24.
At the start of 2024-25 the online casino and sportsbook added Nottingham Forest to its stable of Premier League clubs, becoming official UK betting partner at the City Ground.
Reaction To The New Partnership
Sergey Portnov, CEO of Parimatch, 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.”
Morrie Eisenberg, chief business officer at Leeds said: “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.”
New Transfers Arriving At Leeds United For 2025-26
Leeds clinched their return to English football’s top tier in May under manager Daniel Farke and he has already started to strengthen his playing squad for the new season which starts on August 15.
Top of the shopping list so far has been £17.3 million German international midfielder Anton Stach, 26, who was signed from Hoffenheim.
He will feature alongside another experienced newcomer Sean Longstaff, 27, who has joined from Newcastle United after a £12 million fee was agreed between the clubs.
Striker Lukas Nmecha, 26, was signed from German club Wolfsburg and was originally a product of the Manchester City academy.
He has arrived with team-mate Sebastiaan Bornauw, 26, a centre-back who has also left Bundesliga Wolfsburg to move to Elland Road.
Slovenian centre-back Jaka Bijol, 26, has enjoyed three seasons in Italy’s top division with Udinese and cost a £15 million fee as Leeds rebuilds its defensive line-up.
There’s a new goalkeeper in the shape of Lucas Perri, 27, a £14 million acquisition from French club Lyon, and Swedish international left-back Gabriel Gudmundsson, 26, has signed a four-year contract after arriving in a £10 million deal from Lille.
Jim Munro is a betting industry and gambling expert who has been a national newspaper journalist for over 30 years, predominantly at The Sunday Times and The Sun, where he wrote a weekly soccer betting column. Jim also worked on the launch of Virgin Bet with Gamesys and was subsequently head of editorial at LiveScore, the sports media and betting group.
