Parimatch bags Everton betting partnership

Parimatch has secured a two-year deal to become the official betting partner of Premier League outfit Everton. The agreement will see Parimatch become the Merseyside club’s official partner in Europe and the Commonwealth of Independent States (CIS), as well as afforded marketing rights in the UK. Under the remit of the deal, Parimatch branding will appear on the digital advertising boards inside Goodison Park, as well as across the club’s online platforms. The partnership marks Parimatch’s second Premier League link-up in recent weeks, having secured a training kit sponsorship agreement with Leicester City earlier this month. Sergey Portnov, Parimatch CEO, said: “Parimatch has a strong culture of entrepreneurship and exploring new trends and markets, so partnering with Everton as the brand enters the UK marketplace is massive for us. “We are committed to an exciting relationship that will bring increased awareness of our brand and allow us to offer a unique approach to our sportsbook and gaming offer to Evertonians all over the world,” he added. Alan McTavish, Everton commercial director, said: “We are delighted to welcome Parimatch, another dynamic international brand with strong growth potential, to our portfolio of commercial partners. “This regionally-focused deal is an important addition to our partnerships roster. Parimatch’s exclusive rights in CIS and Europe – as well as their rights to promote their brand in the UK – fits perfectly with our commercial strategy as we diversify opportunities in many of our sector categories,” he added. At the club’s general meeting in January, Everton chief executive Dr Denise Barrett-Baxendale revealed that “in an ideal world” Everton would not have a shirt deal with a betting company. In February, Everton terminated a £7m five-year kit sponsorship deal with sportsbook operator SportPesa two years early following a review of its commercial strategy and strategic partnerships.