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Parimatch named new Leicester City training wear partner and betting partner
Parimatch has been confirmed as Leicester City’s new Official First Team Training Wear Partner ahead of the 2020/21 Premier League campaign.
Parimatch, an international betting and technology company based in Cyprus, will see their branding appear on the training and warm-up wear of Leicester City’s First Team squad during all domestic and UEFA Europa League fixtures for the upcoming season.
The partnership will also see the company’s branding visible on pitch-side LED advertising boards at all home Premier League, Emirates FA Cup and Carabao Cup games, as well as on interview backdrops for all top-flight fixtures at the King Power Stadium and on the Club’s social media channels.
Harj Hir, Head of Partnerships at Leicester City, said: “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.”
Parimatch connect traditional and emerging markets with an innovative betting platform and are one of the most popular operators within the CIS region, and are shortly launching a new site specifically created for customers in Great Britain.
The company prides itself on a reliable, and responsible, experience across an original mobile-orientated digital platform. Their betting products provide an exciting form of entertainment that enhances customers’ enjoyment of sport and gaming.
Sergey Portnov, CEO at Parimatch said: “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 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.”
Ivan Liashenko, CMO at Parimatch added: “Leicester City will be forever known as the miracle makers because of their extraordinary Premier League title win. At Parimatch we believe that miracles can only be made through hard work and a fighting spirit. We are delighted that Leicester City have chosen Parimatch as their Training Wear Partner and as an Official Betting Partner. Working with Leicester City ensures that Parimatch is partnering with a club that embodies the same values we hold at the heart of our business.”
In July 2018, Parimatch became the official betting and wagering partner for the UFC in EMEA (Europe, the Middle East and Africa), while they are also the shirt sponsor of APOEL FC in the Cypriot First Division.
Furthermore, the Parimatch Foundation was launched in 2018 and has significantly invested in promoting health and wellbeing through empowering education and community participation in sports.
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With the release of a dynamic promotional video starring its ambassador, Simon Msuva, LEONBET continues a new chapter in its partnership with the Tanzanian national team forward.
Filmed in Tanzania, the campaign captures the energy of local football culture and highlights Msuva’s personality both on and off the pitch. One of the key moments of the video features the famous “Msuva Flip”- the player’s signature goal celebration, a backflip that fans immediately recognise whenever he scores.
The video is fast-paced and vibrant, reflecting the passion of Tanzanian football fans.The campaign also features Baraka Mpenja, a well-known sports commentator and voice of Tanzanian football, who brings additional authenticity and connection to the local audience.
Simon Msuva is known not only for his performances on the field but also for his strong charisma. According to the production team, he quickly immersed himself in the filming process and brought the same vibrant energy and character that fans associate with his game.
During the recent season, Msuva has scored several memorable goals that drew attention from fans and sports media alike. That excitement and emotion became the foundation for the new campaign.
“This campaign is part of our broader strategy to get closer to sports fans and build a stronger emotional connection with our audience. Working with talents like Simon Msuva allows us to speak the same language as the fans and be present where their passion is.” said Jérôme J. D., Regional Director of Operations.
The video continues the collaboration between LEONBET and Tanzanian national team captain Simon Msuva and supports the brand’s ongoing engagement with football fans in Tanzania.
The post LEONBET Shares a New Campaign with Tanzanian Ambassador Simon Msuva appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
BetConstruct AI, a global iGaming platform provider, will present its full ecosystem at Stand N150 during SiGMA South America 2026, taking place from April 7–9 in São Paulo, Brazil.
With South America rapidly emerging as one of the most dynamic iGaming regions, BetConstruct AI is positioning itself as a key partner for operators looking to scale efficiently and competitively. The company delivers a vast offering, including over 140,000 pre-match events, 90,000+ live matches monthly, and 45,000+ casino games from 350+ providers.
One Platform, Multiple Growth Drivers
Visitors to Stand N150 will experience live demos across six core solution areas:
Acquisition, Content & Entertainment
A comprehensive offering spanning sportsbook, casino aggregation, affiliate marketing through Affigates, and six flexible front-end solutions, including crypto-ready platforms.
Payments & Licensing
With 500+ payment integrations and a fully managed licensing service, BetConstruct AI enables operators to enter regulated South American markets with confidence and compliance.
Retention & CRM
AI-powered CRM tools predict churn up to 14 days in advance, identify high-value players early, and automate personalized engagement across multiple channels. A game recommendation engine further enhances player activity and revenue potential.
Risk Management
The Umbrella AI system combines sportsbook and casino risk, AML, and responsible gaming into a unified solution. Advanced tools detect fraudulent behavior early and forecast negative-value players well in advance.
Operational Services
End-to-end support includes licensing, digital marketing, CRM management, trading, risk control, and infrastructure protection.
BetConstruct AI Poker
A flexible B2B poker network offering turnkey, white-label, or API integration, supported by strong liquidity, built-in security, and Web3-ready infrastructure.
World Cup-Focused Engagement Tools
To help operators maximize opportunities around the 2026 World Cup, BetConstruct AI is introducing two zero-cost promotional solutions:
Powerfull (Pre-Tournament Campaign)
A challenge-based campaign running before kickoff, rewarding players with Free Bets that accumulate and activate during the tournament—driving engagement, reactivation, and cross-product activity.
Bet on League (In-Tournament Hub)
A fully integrated World Cup hub featuring standings, schedules, and interactive tools that convert fan engagement into betting activity. It includes AI-powered bet suggestions and requires no additional development or fees.
Beyond the Expo
In addition to the exhibition, BetConstruct AI will host an exclusive Harmony ChoiceMe event on April 7 at Tetto Lounge in São Paulo, offering industry leaders a premium networking environment.
As the South American market accelerates, BetConstruct AI invites operators to visit Stand N150 to explore how its platform, tools, and expertise can drive the next phase of growth.
The post BetConstruct AI Showcases Full Platform at SiGMA South America 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
With the release of a dynamic promotional video starring its ambassador, Simon Msuva, LEONBET continues a new chapter in its partnership with the Tanzanian national team forward.
Filmed in Tanzania, the campaign captures the energy of local football culture and highlights Msuva’s personality both on and off the pitch. One of the key moments of the video features the famous “Msuva Flip”- the player’s signature goal celebration, a backflip that fans immediately recognise whenever he scores.
The video is fast-paced and vibrant, reflecting the passion of Tanzanian football fans.The campaign also features Baraka Mpenja, a well-known sports commentator and voice of Tanzanian football, who brings additional authenticity and connection to the local audience.
Simon Msuva is known not only for his performances on the field but also for his strong charisma. According to the production team, he quickly immersed himself in the filming process and brought the same vibrant energy and character that fans associate with his game.
During the recent season, Msuva has scored several memorable goals that drew attention from fans and sports media alike. That excitement and emotion became the foundation for the new campaign.
“This campaign is part of our broader strategy to get closer to sports fans and build a stronger emotional connection with our audience. Working with talents like Simon Msuva allows us to speak the same language as the fans and be present where their passion is.” said Jérôme J. D., Regional Director of Operations.
The video continues the collaboration between LEONBET and Tanzanian national team captain Simon Msuva and supports the brand’s ongoing engagement with football fans in Tanzania.
The post LEONBET Shares a New Campaign with Tanzanian Ambassador Simon Msuva appeared first on Americas iGaming & Sports Betting News.
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