Parimatch will benefit from a number of marketing activities and branding exposure through the partnership.

Sergey Portnov, Parimatch CEO, said: “This is a fitting and excellent partnership for Parimatch. 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 10 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."