After a two-year journey in the Championship, Leeds United is back among English football’s elite and is meeting the new challenge fully equipped — the club has entered into a partnership agreement with the international bookmaker Parimatch, which will serve as the team’s official sleeve sponsor for the 2025/26 season. For both parties, this is more than just another contract; it is a strategic move aimed at enhancing global visibility and commercial growth.
Deal Details: Sleeve Branding and Beyond
According to the official release, the Parimatch emblem will be placed on the left sleeve of The Whites’ match kit. In addition, the brand will enjoy prominent placement at the Elland Road home stadium, the Thorp Arch training ground, LED boards around the pitch perimeter, and the club’s media zones.
Benefits for the Club, Fans, and the Partner
For Leeds, this is an opportunity to capitalise on its return to the Premier League, while for Parimatch it is a chance to strengthen its position in one of the world’s most competitive betting markets. The parties have already announced joint digital activations that will leverage social media, fan zones, and gaming platforms, engaging the audience through interactive projects and prize draws.
Why The Whites Were Chosen
The decision to support the Yorkshire club appears logical: Leeds is demonstrating an ambitious project to regain its former glory, and participation in the Premier League provides the partner with maximum reach. The team’s return to the top flight after two seasons in the Championship only amplifies the marketing impact of the deal.
What the Parties Say About the Deal
Parimatch CEO Sergey Portnov described the collaboration as “a strong alliance between two brands striving for victory,” emphasising the desire “to drive change rather than wait for it.” Leeds commercial director Morry Eisenberg, in turn, highlighted the partner’s reliability and “long history of supporting sport,” promising innovative joint campaigns that will inspire supporters.
Future Prospects of the Partnership
Although the financial terms of the agreement are not disclosed, it is clear that the partnership will become one of Leeds’ key commercial assets in the coming season. Successful implementation of the activations could evolve into a long-term partnership, and Parimatch’s experience in international campaigns will help the club present itself even more vividly on the global stage. The team’s task now is to reinforce commercial success with on-field results, for in the Premier League every point and every sponsor logo is visible to the whole world.
