International iGaming conglomerate Meridian Holdings Inc. has publicized a massive marketing partnership, signing Serbian-born football legend and premier television analyst Dejan Petković as its new Global Brand Ambassador.
Universally regarded as one of the most beloved and influential foreign athletes in Brazilian football history, Petković’s alignment marks a targeted push to aggressively scale the brand across South America.
Launching Pet TV to Bridge Content and Entertainment
The long-term enterprise contract centers on the creation and rollout of Pet TV, a multi-channel digital media content platform focusing explicitly on sports journalism, cultural features, and interactive entertainment. Meridian Holdings’ largest subsidiary and flagship consumer brand, Meridianbet, will serve as the founding strategic partner and primary commercial backer for the network. The launch represents an advanced step in Petković’s relationship with global sports fans, allowing the parent company to expand its brand presence far beyond traditional sportsbooks into contextual lifestyle entertainment.
Petković originally arrived in Brazil in 1997 from Real Madrid, triggering a legendary career path. Affectionately known by his iconic nickname “Pet,” the prolific midfielder scored 167 goals across seven elite Brazilian clubs, including Flamengo, Vasco da Gama, Fluminense, Vitória, Santos, and Atlético Mineiro. He claimed three prestigious Bola de Prata awards and famously marshaled Flamengo to the 2009 Brazilian Championship.
His 89th-minute free kick for Flamengo in 2001 is woven deeply into national football folklore. He remains one of only three foreign players ever inducted into the Maracanã Walk of Fame alongside Eusébio and Franz Beckenbauer, and holds the title of Honorary Citizen of Rio de Janeiro. The partnership mirrors a unique historic synergy; Meridianbet was established in 2001, the exact same year Petković’s historic free kick entered Brazilian sporting history.
Harnessing Unmatched Brand Visibility
William Scott, Interim CEO of Meridian, explained that the alignment is engineered to capture a larger share of user engagement across highly active gaming corridors:
“Dejan Petković was born in Serbia, built his legend in Brazil, and never had to choose between the two — both claimed him as their own. Meridianbet shares those same origins, has led the Balkan iGaming market for 25 years, and is now beginning to write its next chapter in Brazil. This partnership is designed to elevate Meridian’s brand visibility with one of the most engaged sports audiences globally and to extend our reach beyond traditional sports betting channels. By integrating content, culture, and entertainment through Pet TV, we are creating new avenues to connect with our users and support long-term growth across our ecosystem.”
Dejan Petković highlighted his shared drive to deliver world-class performance across both core regions:
“Meridianbet and I come from the same place — and I mean that in every sense. Same country, same generation, same drive to prove something on a world stage. I spent 25 years earning the trust of Brazil — its clubs, its people, its passion. Meridianbet has shown it belongs here. I am proud to be the face of that story.”
The high-profile marketing rollout lands as Meridian Holdings posts its strongest financial quarter on record. In Q1 2026, the corporation reported total revenue of $50.1 million, marking a 17% expansion year-on-year. The group returned to full GAAP profitability with a net income of $2.2 million, while adjusted EBITDA climbed 26% year-on-year to hit $6.3 million, outpacing previous consensus guidance.
