Leeds United confirm new Parimatch sleeve partnership

Leeds United has announced a new partnership with international betting brand Parimatch, naming the company as the club’s new Official Sleeve Partner for the upcoming 2025/26 season.

Fans will see the Parimatch logo featured on the left sleeve of both home and away match kits worn by Leeds players throughout its EFL Championship campaign.

Revealed just days before the Championship’s opening matchday, this latest sponsorship builds on Leeds’ efforts to boost the club’s commercial profile.

The partnership is set to deliver visible branding opportunities across Elland Road and the club’s digital channels, offering Parimatch a direct line to Leeds United’s fan base both in the UK and internationally.

Parimatch, founded in 1994, is well established in global sports sponsorship, having partnered with football clubs and sports entities in multiple countries.

Beyond traditional sports, Parimatch has maintained an active presence in esports as well, previously sponsoring Team Secret for its Dota 2 division in 2022.

The company has positioned itself as a supporter of competitive gaming, with a focus on innovation and youth engagement.

On finalising its new partnership, Leeds United’s Chief Executive Officer, Angus Kinnear, commented: “We are pleased to welcome Parimatch on board as our new sleeve partner for the 2025/26 season. Their global reach and strong ties to the sporting and esports communities make them a great fit for our club in this exciting period.”

According to Parimatch, the brand’s strategy is “to invest in the clubs, players, and fans who make sport so impactful worldwide,” reinforcing their commitment to the broader sports ecosystem.

A Parimatch spokesperson added: “Becoming Official Sleeve Partner to an iconic club like Leeds United is a proud moment. We look forward to supporting the team and connecting with its passionate supporter base throughout the season.”

Parimatch’s logo will appear on all Leeds United match kits beginning with the club’s opening fixture, with additional joint campaigns and promotional activities planned during the partnership.