Parimatch Becomes Leicester City's Newest Sponsor

Casino technology group Parimatch has announced that they've signed on as Leicester City's Official First Team Training Wear Partner for the 2020/21 campaign.

The agreement will see Parimatch's logo appearing on the club's warmup gear for the season, while also getting LED pitch side billboards on the club's home games, FA Cup matches, and Carabao matches. No detail on the amount of cash consideration paid by Parimatch was available as of press time.

Parimatch operates a betting site that features sportsbetting, casino, and virtual sports. The site is based out of Cyprus, and maintains a presence throughout Europe. This sponsorship will help the company continue their push to get more eyeballs (and bettor wallets) to their site.

Commenting on the agreement Parimatch CEO Sergey Portnov said, "This is a fitting and excellent partnership for Parimatch. Firstly, the Premier League is one of the greatest and most popular competitions in the world. Our brand belongs on this stage. Secondly, we see a lot of similarities between ourselves and Leicester City Football Club. Leicester are the great surprise story of the Premier League. Their title win in 2016 will be forever remembered around the world and they have since firmly established themselves amongst the Premier League's elite. Yet, just over ten years ago they were playing in third tier of English football. Their meteoric rise is because of their shrewd management and drive to succeed. Parimatch are also underdogs in the international gaming industry. We have had to overcome many obstacles and continue to better ourselves to get to where we are today. Leicester's indelible spirit will help ensure we remain on this exciting path."

Leicester City Head of Partnerships Harj Hir added: "We are really pleased to partner with Parimatch, an exciting international brand. We look forward to working together and helping to grow each other's international profile."