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Parimatch Strengthens Its English Premier League Presence, Securing Partnerships with Six Clubs
The global tech and betting brand expands the roster of its English football club partners, covering 30% of the league. Signing deals with Chelsea, Aston Villa, Brighton & Hove Albion, and Southampton whilst extending contracts with Everton and Leicester City.
Parimatch, an international tech, and betting brand, signs a new three-club agreement involving English Premier League teams: Aston Villa (Aston, Birmingham), Brighton & Hove Albion (Brighton and Hove), and Southampton (Southampton, Hampshire).
The company signed agreements with the clubs on August 21, 2021. The contracts cover multiple offline and digital rights, tickets & hospitality, club merchandise, exclusive access to club assets, and much more.
The agreements also include several exciting upcoming joint projects, advertisements, and giveaways.
The agreements with the three clubs closely follow Parimatch’s recent partnership announcement with Chelsea and further boosts its presence in one of the world’s strongest leagues. With Aston Villa, Brighton & Hove Albion, and Southampton, Parimatch is now one of the few betting brands to have multiple club partnerships among Premier League clubs.
Aside from three new club signings, the global company has official marketing agreements with Chelsea, Leicester City, and Everton.
Roman Syrotian, Co-CEO at Parimatch Tech, says:
“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 utilize 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 honored 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”.
Aston Villa Chief Commercial Officer Nicola Ibbetson commented:
“This is an exciting announcement for the club, bringing on board 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.”
Sarah Batters, Director of Marketing and Partnerships at Southampton Football Club, said:
“We are delighted to welcome Parimatch as a new commercial partner. Parimatch shares our club values of being ambitious and forward-thinking, and we look forward to working with them for the season ahead.”
SOFTSWISS, an international tech company with over 15 years of experience in iGaming, announces that Affilka by SOFTSWISS wins Affiliate Company of the Year at the International Gaming Awards 2025. The comprehensive software platform helps manage, track, and analyse affiliate performance in the most convenient way.
The event recognises leading industry experts, both online and land-based. This achievement came as a well-deserved gift for the platform’s 7th anniversary. The award reflects the platform’s dedication to optimising affiliate program management and elevating the operational efficiency of its clients. By helping operators optimise affiliate partnerships, Affilka by SOFTSWISS has established itself as a technology-driven leader in the iGaming realm.
Powering over 440 iGaming brands, the platform currently has more than 360,000 affiliate accounts and 85 million registered players. One of its most impactful updates is the Geo-Distributed Redirect feature. This innovation accelerates redirects up to five times, reduces bounce rates and increases conversions by up to 7%. By enabling players to access casino sites faster, the feature drives higher registrations and deposits.
Other notable platform functionalities include built-in payment processing, which helps streamline financial operations with trusted payment systems and bank transfers. The flexible commission constructor and near real-time reporting features enable operators to tailor their strategies according to constantly evolving business needs.
“We are honoured to receive recognition at such a prestigious level,” said Anastasia Borovaya, Head of Affilka by SOFTSWISS. “This award reflects our unwavering dedication to delivering the best affiliate management solutions in the industry. With over seven years of expertise, a highly professional team, and a passion for innovation, we’ve built a platform that ensures exceptional service and continuous product enhancements for our clients. We’re committed to maintaining this momentum and supporting the growth of our partners worldwide.”
Now, Affilka by SOFTSWISS is showcasing its latest features and achievements at iGB Affiliate in Barcelona. On 21–22 January, the team welcomes partners and clients at stand C10.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 27,800 casino games, the Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.
The post SOFTSWISS Affiliate Software Platform Wins at IGA 2025 appeared first on European Gaming Industry News.
The post iGP launches GamePark and PayLab to enhance offering provided to partners appeared first on European Gaming Industry News.
Adam Greenblatt
BetMGM Secures Exclusive Online Casino Content Rights to “Family Feud” and “The Price is Right” with Fremantle Partnership
BetMGM, a leading iGaming and sports betting operator, announced a new and exclusive online casino rights partnership with Fremantle, a world leader in creating, producing and distributing entertainment content for over 100 years. The multi-year agreement secures the intellectual property rights for iconic game shows “The Price is Right” and “Family Feud” for slots, table games, and non-traditional casino games. The partnership establishes the foundation for BetMGM to create customized online casino content around both game show brands.
“This partnership unlocks various ways for BetMGM and Fremantle to collaborate and expand our brand. ‘Family Feud’ and ‘The Price is Right’ are two of the most popular game shows in North America, and we look forward to bringing their fun and excitement to our online casino in various exciting ways,” said Adam Greenblatt, Chief Executive Officer of BetMGM.
During select weeks throughout the upcoming seasons, BetMGM will be featured as a sponsor with exclusive, never-before-seen partnership integrations for “Family Feud” and “The Price is Right”. Throughout 2025 BetMGM and Fremantle will reveal additional details on these planned partnership activations.
Suzanne Lopez, COO of Fremantle North America, said: “Our exclusive deal with BetMGM and our premier game show IP represents a significant milestone for us both. This innovative collaboration paves the way for in-game branding across diverse online casino categories, while also providing opportunities for integrated TV sponsorships. It’s all about enhancing how fans of ‘The Price Is Right’ and ‘Family Feud’ connect with the shows in fresh, immersive ways.”
The company’s award-winning online casino is home to over 3500 titles across North American markets and one of the largest state-by-state exclusive jackpot networks. BetMGM’s jackpot network currently consists of more than 20 game titles including popular games such as MGM Grand Millions, Bison Fury, and Loot’En Khamun and the Dead Sea Scrolls.
The post BetMGM Secures Exclusive Online Casino Content Rights to “Family Feud” and “The Price is Right” with Fremantle Partnership appeared first on Gaming and Gambling Industry in the Americas.
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