Premier League giant Manchester United has announced a new multi-year partnership with Parimatch, which becomes the club’s official betting partner in key international markets across Asia, the Middle East, and North Africa (MENA).
The collaboration is set to launch immediately, with Parimatch branding scheduled to debut on the LED advertising hoardings at Old Trafford during the club’s first home match of the new season on August 17.
The partnership is designed to extend beyond simple brand visibility, with a strong focus on fan engagement. Parimatch plans to facilitate a range of exclusive club experiences for Manchester United’s extensive fanbase in the designated regions.
Supporters will have opportunities to win prizes, including VIP tickets to matches, creating a direct link between the betting brand and the matchday experience for international followers.
This move aligns with Parimatch’s existing strategy in English football, where it currently serves as a sleeve sponsor and official betting partner for Leeds United, running several local fan-focused initiatives.
Executives from both organizations praised the new alliance.
Marc Armstrong, Chief Business Officer at Manchester United, stated:
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.
Serge Portnov, CEO of Parimatch, added a broader vision for the deal:
This partnership goes beyond business; it’s about joining forces with a club that commands respect across Asia and MENA. Together with Manchester United, we’re not just reaching fans – we’re creating experiences that will define how football partnerships should work.
The announcement comes as Parimatch navigates regulatory challenges in other markets.
Recent reports from India indicate that the country’s Enforcement Directorate has frozen approximately $12.6 million in accounts allegedly linked to the company following nationwide raids, a development that adds a complex backdrop to its latest high-profile sports partnership.
