August 22 – Leicester City have announced a one-year extension of their partnership with Parimatch as part of a deal that will see the brand continue as the Foxes’ Official Betting Partner for the 2024/25 season.
The long-standing partnership with the Foxes has been subject to a series of extensions, originally becoming the club’s training wear sponsor in 2020.
The deal was extended and modified in 2023, into an agreement that saw Parimatch become the Foxes’ Official Betting Partner.
Parimatch branding will continue to appear on pitch-side LED advertising boards at the King Power stadium, as well as in hospitality sponsorship, interview backdrops, website banners and on and offline advertising rights.
The Gibraltar-based betting company also signed with Chelsea in 202, but haven’t secured any other Premier League partnerships. The deal looked close to collapsing in 2023 after the club reviewed their sponsorship arrangement with Parimatch after the betting firm were sanctioned by Ukraine.
No value was given for the renewal.
A representative from Parimatch said: “We’ve been working with Leicester City Football Club for four years and are honoured to continue our partnership with the club for another season. It’s going to be an exciting season for Leicester City back in the Premier League. Renewing our partnership reinforces our commitment to supporting sports worldwide.’’
The announcement comes fresh off the back of Leicester’s return to Premier League action, where the Foxes held Tottenham Hotspur to a 1-1 draw in a thrilling encounter at the King Power Stadium. They now look to this weekend as they travel to face Fulham at Craven Cottage.
Contact the writer of this story, Harry Ewing, at moc.l1732436079labto1732436079ofdlr1732436079owedi1732436079sni@g1732436079niwe.1732436079yrrah1732436079