Leeds United has confirmed Parimatch as its new Parimatch sleeve partner for the 2025/26 Premier League season. The betting brand’s logo will sit on the left sleeve of Leeds’ home, away and third kits. Parimatch branding will also feature around Elland Road and on the club’s digital channels.
• Leeds United and Parimatch have agreed a Parimatch sleeve partner deal for the upcoming season, with the branding debuting in the first league match. The agreement includes sleeve visibility across all men’s first team shirts. It also adds advertising rights at the stadium and across online club media.
• Parimatch CEO Sergey Portnov said the collaboration was “more than a partnership – it’s a powerful alliance between two brands with the same goal: to win.” His comment highlights the ambition both sides are bringing to the table. It also underlines the brand’s ongoing push in Premier League football.
• Leeds United’s Chief Business Officer Morrie Eisenberg welcomed the deal, noting Parimatch’s track record in sports sponsorship. He said the club was “really pleased to bring Parimatch onboard” ahead of the new season. The club expects joint digital campaigns and fan-focused activations as part of the agreement.
• Parimatch has a strong history of football sponsorship, including sleeve partnerships with Chelsea, Aston Villa and Leicester City. The company has consistently invested in highly visible kit positions to connect with club fanbases. Leeds now joins that portfolio as Parimatch expands its UK footprint.
• The timing of the deal coincides with changes in betting sponsorship rules, with restrictions looming on front-of-shirt branding. Sleeve sponsorships are becoming a more competitive space for gambling brands. This agreement positions Parimatch prominently during Leeds’ return to the Premier League.
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