Newcastle United has joined as Parimatch’s newest partner in the Premier League. [Image: Shutterstock.com]
Latest EPL Partnership
Newcastle United is the latest English Premier League (EPL) team to partner with online sports betting brand Parimatch. With the latest agreement, Parimatch now has partnerships with four EPL teams; The other clubs are Aston Villa, Leicester City and Chelsea.
Will focus primarily on media rights
The deal with Newcastle, will focus primarily on media rights. A similar agreement with Aston Villa, but Parimatch’s relationship with the other two teams has a wider scope, focusing on the likes of digital and offline rights, tickets, club merchandise, and access to certain club assets.
mutually beneficial
respond to The deal with Barimach, Newcastle United Trading President Dale Aitchison spoke about how the agreement is helping the team reach new territories and markets. Evgen Belousov, CEO of parent company Parimatch Tech, the parent company of the sports book operator, also welcomed the new partnership. He acknowledged that having relationships with EPL teams helps boost brand expansion in certain markets.
Parimatch started in Ukraine and its operations are currently based in Cyprus. Officially launched in the UK market in October 2020, it offers sports betting and online casino games.
Parimatch has had a presence in the Premier League for some time, signing an agreement with Chelsea in September 2020 and with Leicester in August 2021. It also recently extended its agreement with Aston Villa to cover the 2022/2023 season. Parimatch previously had relationships with other EPL teams, such as Southampton FC, Brighton and Hove Albion FC.
contentious issue
Barimac’s new agreement with Newcastle United comes at an interesting time. There have been calls from many circles in recent years to reduce the influence of betting brands on the UK sports scene, especially football. Many of the largest teams in the region have official sports betting partners, and many also have shirt sponsors associated with gambling.
It can have a negative impact on young people and people at risk
Those who oppose gambling-related sponsorship believe that linking these companies to teams and athletes can have a negative impact on young people and people at risk. It is claimed that relationships can normalize gambling for some people and often lead to gambling behavior problems.
The British government’s long-awaited review of gambling legislation has been completed, but the white paper has yet to be published. A ban on gambling-related sponsorship was expected on the horizon, but there are now suspicions that this will happen due to a change of leadership at the head of the British government.
