Online sportsbook Parimatch has penned a new partnership with Premier League club Leicester City.
Through the deal, the operator will become the Foxes’ official training wear and betting partner.
Leicester will compete in the 2020/2021 UEFA Europa League, after finishing fifth in England’s top flight last season.
Brendan Rodgers’ side kicked off the new Premier League campaign yesterday with a comfortable 3-0 win at newly-promoted West Brom.
“An exciting international brand”
Parimatch will have its branding featured around the King Power Stadium, as well as on both training and pre-match warm-up kits.
The in-stadium branding will include LED advertising, in addition to on the club’s social media platforms and in the background for pre and post-match interviews for league games.
Leicester City Head of Partnerships Harj Hir had the following to say about the new deal.
“We are really pleased to partner with Parimatch, an exciting international brand.
“We look forward to working together and helping to grow each other’s international profile.”
Growing its international portfolio.
Parimatch already sponsors Cypriot side APOEL FC, as well as being the official betting partner for UFC in the EMEA region. And soon, it will be launching a new site for players in the UK.
Last November, the operator launched a campaign with former UFC Champion Conor McGregor.
The operator’s CEO, Ivan Liashenko, had the following to say.
“Leicester City will be forever known as the miracle makers because of their extraordinary Premier League title win. At Parimatch, we believe that miracles can only be made through hard work and a fighting spirit.
“We are delighted that Leicester City have chosen Parimatch as their Training Wear Partner and as an Official Betting Partner. Working with Leicester City ensures that Parimatch is partnering with a club that embodies the same values we hold at the heart of our business.”
Returning to action
After a short summer break, Leicester kicked off their 2020/2021 campaign on Sunday. They were tasked with a trip to the Hawthorns to face West Brom, in which they ran out comfortable 3-0 winners.
The Foxes will play their first home league game of the season next weekend, when they host Burnley on Sunday evening.
Leicester City famously won the Premier League in 2015/16, despite being priced at 5,000-1 to do so pre-campaign.