Parimatch confirmed an unexpected sponsorship agreement with Leicester City FC on September 13th. It was announced that Parimatch had become LCFCs “Training Kit Partner” for the 2020-21 Premier League Campaign. Additional benefits awards to Parimatch from this partnership is branding exposure & marketing activities through their sportsbook, which will likely increase player registrations.

The Parimatch Chief Executive Officer, Sergey Portnov, clarified that partnering with Leicester City FC is fitting for their brand. Both entities share similar ideals when applied towards professional sportsbetting, and that identical to Parimatch with online sportsbetting, LCFC is the Premier League’s surprise winners.

CEO Sergey Portnov mentioned that the 2016 Premier League Title earned by Leicester City FC is a moment that’ll never be forgotten. He’d say that in the 2010s, LCFC was competing in the English Football Leagues 3rd Tier. The growth seen in Leicester City FC over the last decade has made them a prominent name in European Soccer. When considering this, it’s unsurprising that Parimatch would formalize an agreement with LCFC.

Sentiments from Sergey Portnov ended by mentioning how Parimatch remain the international gaming industries underdogs, and that they continue to overcome obstacles that deter their growth. It’s a similar story to Leicester City Football Club.

The AC Milan & Yabo Sports Contract

Parimatch isn’t the exclusive online sportsbook to finalize a partnership with a European football club. Several days before the announcement that Parimatch & Leicester City FC entered a partnership agreement, it was announced by Yabo Sports that they’d partnered with AC Milan on September 6th. This contract will enable Yabo Sports to become the “Official Regional Sportsbetting Partner” for Asian markets, with the agreement sustaining three seasons from 2020 to 2024.

The Chief Marketing Officer for Yabo Sports, David Lee, clarified the company’s overall excitement to hold connections with AC Milan. CMO David Lee mentioned how AC Milan maintains the 2nd highest fanbase in China for European football, and that over the next three seasons, Yabo Sports hopes to increase that popularity for AC Milan. Fanatics of AC Milan will see minor sponsorship of Yabo Sports during televised matches, with Training Kits & Official Game Kits not available for this season.