If you thought Premier League clubs would wean themselves off gambling sponsors ahead of an impending ban, think again. Leeds United have become the latest to sign up, this time with Parimatch.
With a league-wide front-of-shirt ban on gambling companies looming in 2026-27, clubs are looking at different parts of the uniform as prime real-estate for such sponsors – and Leeds have done just that in announcing Parimatch as their official sleeve partner.
Parimatch brings over 30 years of sports betting and gaming expertise to Elland Road, joining Leeds as they navigate their Premier League campaign after securing promotion back to the top-flight. Parimatch branding will be integrated across multiple touchpoints including the left sleeve of match shirts, prominent displays at Elland Road and Thorp Arch training ground, plus perimeter LED and media backdrop positioning.
The collaboration promises innovative digital campaigns and partnership activations through both organisations’ marketing channels, creating authentic engagement opportunities for Leeds United’s passionate fanbase.
“This represents a powerful alliance between two brands committed to winning,” said Sergey Portnov, Parimatch CEO. “Leeds United demonstrates the strong leadership we value – a club with rich history, devoted supporters, and clear Premier League aspirations. We don’t simply follow trends; we help create them alongside clubs shaping football’s future.”
Parimatch has previously partnered with other Premier League clubs, including Chelsea, Aston Villa and Leicester City.
Morrie Eisenberg, Leeds United’s Chief Business Officer, emphasised the strategic value: “Parimatch’s addition as our sleeve partner represents our commitment to working with established, trustworthy brands that understand football. Their extensive sporting industry experience aligns with our goal of delivering innovative campaigns while supporting our on-field ambitions.”
Insideworldfootball.com
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