Parimatch Tech has boosted its marketing and branding operations in the UK, striking new agreements with three Premier League teams and extending deals with an additional two.

Signed in August, the betting industry tech and marketing solutions provider’s three-year contracts with Aston Villa, Southampton and Brighton and Hove Albion. 

The deals cover offline and digital rights, club merchandise, access to the team’s assets and tickets and hospitality, whilst the new partners will also collaborate on joint projects, advertising and fan giveaways.

“Our determined expansion into global sports propositions is the subject of huge pride to everyone at Parimatch Tech,” said Roman Syrotian, Co-CEO at Parimatch Tech.

“With the addition of these three great football clubs to our portfolio, we can say that, as of now, 30% of the English Premier League shares our values and our spirit. We are glad to be partnered with these clubs and are excited to utilise the upcoming opportunities these ventures present mutually. 

“Parimatch is in awe of the clubs’ great history and hopes to contribute to their success in the coming years. We are also honoured to have Chelsea, Everton, and Leicester City by our side, and can’t wait to see our partners on the pitch — showing their passion for football and, naturally, winning.”

In addition to inking new partnerships with the aforementioned three teams, Parimatch Tech has also renewed its existing arrangements with Everton and Leicester City.

The development builds on an agreement signed with title contenders Chelsea – signed in early August – enabling the firm to leverage digital, social and logistical assets to create mutual branding opportunities for both itself and the West London club.

Nicola Ibbetson, Aston Villa’s Chief Commercial Officer, added: “This is an exciting announcement for the club, bringing onboard an international brand like Parimatch who match our growth ambitions. This partnership will enable us to bring even more opportunities to our fans, and we look forward to what we can achieve together.”

Outside of England, the Cyprus-headquartered company also maintains partnerships with Juventus of Serie A, whilst also enhancing its branding in esports via deals with Team Spirit and player Coldzera.

Commenting on Southampton’s ties with the firm, the club’s director of Marketing and partnerships, Sarah Batters, remarked: “We are delighted to welcome Parimatch as a new commercial partner. Parimatch shares our club values of being ambitious and forward-thinking, and we look forward to working with them for the season ahead.”