Leicester City reinforce ties with Parimatch for ongoing season

As part of the new deal, Parimatch will continue to remain Leicester City’s official betting partner

The English Football League (EFL) unit, Leicester City have announced a partnership renewal with the online gambling operator, Parimatch.

As part of the new deal, the Gibraltar-based operator will continue to remain the club’s official betting partner for the ongoing EFL Championship season.

The fresh contract will encompass offline advertising rights, hospitality sponsorship, logos appearing on pitchside LED advertising boards, backgrounds for interviews at King Power Stadium, and website banners.

Parimatch has also entered into similar agreements with Newcastle United, Chelsea FC and Aston Villa FC, which shows that the brand is trying to strengthen its position within the sport of football.

The agreement comes as the Foxes are beginning a time of transition in the second division, trying to make the most of the club’s commercial assets away from the Premier League, after a lengthy and successful spell there.

Harj Hir, Head of Partnerships at Leicester City, said, “We’ve enjoyed a successful relationship with Parimatch since they first joined the Club at the start of the 2020/21 season, and we’re delighted to extend our partnership with them. We’ve helped to grow each other’s international profile over the past few years, and we now look forward to building on that success.”

Filip Pirozenok, Head of Parimatch UK, said, “We are delighted to continue working with Leicester City Football Club and to be their Official Betting Partner for another season. Partnering with Leicester City ensures that Parimatch can tap into Championship advertising, while allowing us to offer exclusive promotions, competitions, and giveaways to our customers.”

Leicester City are writing a new chapter this season as they play in the second division of English football. The side played its first game against Coventry, which it won comfortably by a score of 2-1. They next go against Rotherham on August 26.

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