Leeds United and Parimatch Announce New Sponsorship Deal for Upcoming Season

Leeds United have kicked off the 2025/26 Premier League season with fresh news that has fans talking. The club has officially signed Parimatch as its new sleeve partner, strengthening its commercial lineup and adding another well-known global brand to its ranks.

Good to Know

• Parimatch is a global sports betting and gaming company with over three decades in the industry.
• The partnership will be visible on the men’s first-team shirts, across stadium branding, and in digital campaigns.
• Leeds United have already revealed their home and away kits for the new season, now featuring the Parimatch logo on the left sleeve.

The new deal goes beyond just adding a logo to the shirt. Parimatch, which has a strong presence in the sports industry and experience working with other Premier League clubs, will collaborate with Leeds United to create digital campaigns and promotional activations that connect with fans across the globe.

The brand’s visibility will be front and center at Elland Road and Thorp Arch training ground, as well as on perimeter LED boards and the club’s media backdrops. Both sides see this as a partnership that blends tradition with ambition, tapping into Leeds’ passionate fanbase and Parimatch’s international reach.

Parimatch CEO Sergey Portnov called the agreement an “alliance” rather than just a business deal. 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.” 

“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,” Morrie Eisenberg, Chief Business Officer at Leeds United, commented.

For Leeds United, the tie-up reflects a bigger strategy of working with established international brands, while Parimatch strengthens its footprint in one of the most-watched football leagues in the world. Both sides expect fans to see more than just shirt branding, as they plan to roll out activations that add value to the matchday experience and the digital fan community.