Leeds United has forged ahead with a new collaboration with Parimatch. This comes despite a ban on gambling sponsors in the Premier League.
The Premier League club has signed a new sponsorship agreement with Parimatch. This is a betting company that operates throughout Europe. Leeds United has named Parimatch as its official sleeve partner, as the 2026/27 season ban restricts any front-of-shirt sponsorships.
As seen on Bournemouth, Fulham, Newcastle, and Wolves, that’s not quite the same prominent position as past shirt sponsor placements. Yet, it still marks a close tie between at least one Premier League club, as well as a gambling company. This comes after Leeds only previously secured promotion back into the league.
Parimatch will appear prominently across multiple areas of the kit and various Leeds United locations. These include the left sleeve of match shirts. Parimatch will also appear on prominent displays at Elland Road and the Thorp Arch training ground. The brand will feature on perimeter LED boards and media backdrops as well.
In a statement, CEO of Parimatch, Sergey Portnov said that this represents a powerful alliance between two brands committed to winning. Leeds United demonstrates the strong leadership they value — a club with rich history, devoted supporters, and clear Premier League aspirations. They don’t simply follow trends; they help create them alongside clubs shaping football’s future.
Parimatch has previously partnered with Chelsea, Aston Villa, and Leicester City. This deal is far from its first collaboration in the Premier League.
Chief Business Officer of Leeds United, Morrie Eisenberg said that Parimatch’s addition as their sleeve partner represents their commitment to working with established, trustworthy brands that understand football. Their extensive sporting industry experience aligns with their goal of delivering innovative campaigns while supporting their on-field ambitions.
Betting remains widespread in the Premier League, even as front-of-shirt gambling sponsorships face restrictions. Gambling ads between Premier League games on TV increased significantly. Towards the end of last year, they tripled compared to the start of the year. This surge shows major fan interest.
