Parimatch has signed a multi-year agreement to become the official betting partner of Manchester United for some of Asia, the Middle East and North Africa.
United is already one of the most recognisable clubs in the Eastern Hemisphere and the new partnership grows the brand even further.
The deal, alongside United’s existing partnership with UK betting site Betfred, will deliver over £10 million in annual sponsorship revenue for the Red Devils.
Parimatch branding will be visible on the LED panels at each one of United’s home games at Old Trafford, first seen in Sunday’s defeat to Arsenal on the opening weekend of the Premier League.
The popular online casino has dipped its toe into the English market already, currently serving as the sleeve sponsor for Leeds United.
Chief Business Officer of Manchester United, Marc Armstrong, said: “We are pleased to welcome Parimatch as a new partner of Manchester United in parts of Asia and MENA.
“Parimatch has an impressive record of working with leading sports organisations and we look forward to building a successful relationship that engages our fans in these key regions.”
Based in Limassol, Cyprus, Parimatch was founded in 1994 in Kyiv, Ukraine and launched their online betting site in 2000, becoming one of the first in the CIS region to do so.
The sports betting app will offer fans in Asia, the Middle East and North Africa the chance to win giveaways, VIP tickets and other exclusive benefits.
Serge Portnov, CEO of Parimatch said: “This partnership goes beyond business; it’s about joining forces with a club that commands respect across Asia and MENA.
“We build bridges where others see barriers. Together with Manchester United, we’re not just reaching fans – we’re creating experiences that will define how football partnerships should work.”
Parimatch has also partnered with Everton, Leicester City, Aston Villa, Brighton & Hove Albion, Southampton and Chelsea in recent years.
Joe Lyons is a betting industry writer for GamblingIndustryNews with years of experience on reputable gambling websites. Joe specialises in long form content in the world of sports betting and gambling. Joe is recognised as an expert in sports fields such as horse racing, soccer, NFL and NBA.
