Leicester City has named Cyprus-based betting and technology company Parimatch as the clubs new training wear partner for the 2020/21 campaign.

Following the agreement, which also sees Parimatch become the Premier League club’s new betting partner, the betting firm will have its branding appear on the training and warm-up wear for Leicester City’s first team squad.

The partnership will cover the club’s domestic season and also its UEFA Europa League campaign.

Additionally, Parimatch will also gain visible branding on the pitch-side LED advertising boards at the King Power Stadium during Premier League, Emirates FA Cup and Carabao Cup games. Interview backdrop branding and visibility on Leicester City’s social media channels will also be implemented as part of the deal.

Harj Hir, Head of Partnerships at Leicester City, commented: “We are really pleased to partner with Parimatch, an exciting international brand.  We look forward to working together and helping to grow each other’s international profile.”

Sergey Portnov, CEO at Parimatch added: “This is a fitting and excellent partnership for Parimatch. Firstly, the Premier League is one of the greatest and most popular competitions in the world. Our brand belongs on this stage. Secondly, we see a lot of similarities between ourselves and Leicester City Football Club. Leicester are the great surprise story of the Premier League. Their title win in 2016 will be forever remembered around the world and they have since firmly established themselves amongst the Premier League’s elite.

“Yet, just over ten years ago they were playing in the third tier of English football. Their meteoric rise is because of their shrewd management and drive to succeed. Parimatch are also underdogs in the international gaming industry. We have had to overcome many obstacles and continue to better ourselves to get to where we are today. Leicester’s indelible spirit will help ensure we remain on this exciting path.”