Parimatch UK has launched a fan engagement campaign in partnership with Leeds United. As the official betting partner, Parimatch aims to create direct connections with fans throughout the 2025–26 Premier League season.

The campaign begins with a ticket giveaway, held in collaboration with local media, ahead of the first home game of the season. This sets the tone for a series of events to reward loyal supporters and celebrate Leeds United’s return to the top flight.

Unforgettable Experiences for Leeds Fans

Beyond ticket giveaways, the campaign will offer fans the chance to meet former Leeds United players, win signed memorabilia, and access more tickets to Elland Road. These experiences are crafted to deepen fan loyalty and build engagement between the club, the supporters, and Parimatch.

Adam Davenport, Head of Parimatch UK, shared the company’s vision: 

“This partnership is about passion, pride and unforgettable fan experiences from giving away tickets to the biggest matches, to putting signed shirts straight into the hands of supporters, to creating moments with Leeds legends that money simply can’t buy.”

Parimatch’s branding is already well embedded across Leeds United’s physical and digital platforms. Fans will recognise the brand from its presence at Elland Road, Thorp Arch, and across club media channels.

A Strategy For Sports Partnerships

While rooted in football, Parimatch’s sports partnerships extend across other global markets. In March, the company became the Official Sportsbook and Betting Partner of the UFC in Asia. This reflects a strategy to align with major sports and engage fans through top sponsorships.

Parimatch UK is based in Gibraltar and operates a licensed sportsbook and online casino. Football remains at the core of its brand positioning, especially through high-visibility deals like the one with Leeds United.

Though originally established in Ukraine, the company has faced regulatory issues in its home country. It was banned in 2023 over alleged ties to Russia, claims Parimatch has denied. Despite this controversy, the UK division continues expanding its brand presence across compliant markets.

Bringing Fans Closer to the Club

This campaign marks a shift in how betting companies are engaging with fans. Instead of relying solely on visibility and advertising, Parimatch is investing in experiences that bring supporters closer to the team. Whether it’s a signed or matchday access, the focus is on creating memorable moments.

With Leeds United back in the Premier League, the partnership stands out as a win for the club and fans. Parimatch positions itself as an active part of Leeds’ story on the pitch and in the community.