A trio of Premier League clubs – Aston Villa, Brighton and Hove Albion and Southampton – have signed marketing partnerships with sports betting tech developer Parimatch Tech.

Under the terms of the deals, the clubs will collaborate on joint projects, advertising and fan giveaways, whilst offline and digital rights, club merchandise, access to the team’s assets and tickets and hospitality caveats are also included.

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

“We are delighted to welcome Parimatch as a new commercial partner,” said Sarah Batters, Director of Marketing and Partnerships at Southampton. “Parimatch shares our club values of being ambitious and forward-thinking, and we look forward to working with them for the season ahead.”

Aston Villa has been pursuing an expansion of its sponsorship portfolio in recent months as the 2021-22 Premier League season gets underway, linking with firms such as eToro, Monster Energy and OB Sports.

Nicola Ibbetson, Aston Villa Chief Commercial Officer, commented: “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.”

For Parimatch, the development builds on an agreement signed with 2020-21 UEFA Champions League winners 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.

Outside of England, the Cyprus-headquartered company also maintains partnerships with Juventus of Serie A as well as prominent esports outfit Team Spirit and player Coldzera.

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

Parimatch confirms three new Premier League partnerships