Leeds United Link Up with Parimatch in Sleeve Sponsorship Deal

There’s a new name set to appear on the sleeves of Leeds United’s kits this season and it’s one that fans of the Premier League might already recognise.

The club has confirmed a partnership with Parimatch, the international betting brand, who’ll take their place on the left sleeve of the first-team shirts for the 2025/26 campaign. It’s part of a wider commercial agreement that will also see the company’s logo featured across Elland Road and Thorp Arch.

Parimatch, who’ve been operating globally for over 30 years, aren’t strangers to top-level football. Their branding has been spotted across various clubs in the past, but this tie-in with Leeds feels more involved – more aligned. That’s the impression both parties seem keen to give.

The deal comes just as Leeds unveiled their new home and away kits, and the timing looks well thought out. With Premier League football returning to Elland Road, there’s clearly a commercial buzz behind the scenes as much as on the pitch.

Speaking on the new partnership, Sergey Portnov, CEO at Parimatch, said the move reflects more than just business.

“This isn’t just a logo deal for us,” he said. “We’re backing a club with ambition. Leeds has that grit, that fire. We want to partner with people who are building something not waiting for it.”

Meanwhile, Leeds United’s Chief Business Officer, Morrie Eisenberg, spoke of the club’s intent to work closely with Parimatch on campaigns and activations aimed at fans.

“They understand the football world,” he said. “They’ve backed other clubs, sure but with Leeds, we see a real opportunity to collaborate and do something different. We’re glad to have them on board.”

Supporters can expect to see Parimatch branding appear around the ground, in digital content, and across official club media starting immediately.