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Parimatch, the Cyprus-based international gambling company, has significantly strengthened its presence in English soccer’s top-tier Premier league with the addition of three new club partnerships and extensions of two existing deals.

New agreements with Aston Villa, Brighton and Hove Albion and Southampton, along with renewals with Everton and Leicester City mean Parimatch now has partnerships in place with just shy of a third of Premier League clubs.

The company also has a deal in place with Chelsea.

The new agreements, signed in August but announced yesterday, cover offline and digital rights, tickets and hospitality, club merchandise and access to club assets.

Activations will include joint projects, advertisements and giveaways.

As an official partner to Aston Villa, Parimatch will provide matchday access, unique experiences and events for fans. For Southampton, the brand will serve as the club's official betting partner.

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By GlobalData

Chelsea was announced as a partner to Parimatch last month, while Everton and Leicester were announced in September last year. The company is also partnered with Italian giants Juventus and signed a long-term sponsorship deal with mixed martial arts' Ultimate Fighting Championship in 2018.

Roman Syrotian, co-chief executive at Parimatch Tech, said: “Our determined expansion into global sports propositions is the subject of huge pride to everyone at Parimatch Tech … We are glad to be partnered with these clubs and are excited to utilise the upcoming opportunities these ventures present mutually.”