The operator-turned-overall-technology-firm will use Chelsea’s branding across digital, social and logistical assets to create "mutual branding opportunities."
Roman Syrotian, Cо-CEO at Parimatch Tech, said: “Chelsea’s unique style, determination and charisma resonate perfectly with Parimatch’s passion for sport and ambition. Becoming an official partner of 2020/21's European Champions is a great thrill and responsibility.
"Luckily, Parimatch is all about conquering new heights and unwinding emotions, and we are so excited for the next three years that this partnership is about to bring. As our two brands are used to winning in style and striving for success, we are very confident this partnership will bring luck, countless victories and the thrill of the game to our company, to the club, and, in turn, to the millions of football fans across the globe."
Guy Laurence, Chelsea Football Club CEO, said: “Both Chelsea and Parimatch strive for greatness. We are bold, ready to innovate and, most importantly, we were both born to win.
"Last year was immensely successful for Parimatch as they expanded and opened new markets, while launching several game-changing projects. Chelsea also showed its excellence, becoming European champions for the second time in our history. We are excited and proud of this partnership and the opportunities it brings."
Chelsea, Tottenham and Liverpool all formed similar partnerships with 1xBet in 2019 but then suspended the deals following reports that 1xBet was involved in betting on cockfights and using topless croupiers.
Naturally, Parimatch, which holds ambitions to go public – as discussed by Co-CEO Maksym Liashko on the GI Huddle – is unlikely to encounter such problems.
Chelsea won the Champions League last season and will be looking to challenge at the top end of both the Premier League and Champions League this time around.
Meanwhile, Parimatch Tech Founder Katerina Belorusskaya will be featuring exclusively in the September/October edition of Gambling Insider magazine, so watch out for that Q&A.
