Manchester United has added to its commercial portfolio with the confirmation of Parimatch as its official betting partner across Asia and the MENA region. The agreement, announced on August 15, marks the club’s third high-profile partnership of the week, following deals with Coca-Cola and fintech company Sokin.
Partnership Scope
The multi-year deal will see Parimatch branding displayed on LED perimeter boards at Old Trafford during every home fixture, beginning with United’s Premier League opener against Arsenal on August 17. Coverage will be tailored to Asian and MENA broadcasts, placing the brand directly in front of a vast regional audience.
Beyond visibility, the agreement extends into fan-focused activations, including exclusive Manchester United experiences, VIP matchday access, and digital competitions designed to engage supporters across these markets.
Parimatch CEO Sergey Portnov positioned the collaboration as more than a sponsorship:
“Manchester United represents ambition, excellence, and an uncompromising drive to succeed. This partnership is about creating experiences that set new standards for football engagement.”
Completing a Commercial Trilogy
The Parimatch announcement caps a trio of commercial deals that Manchester United has finalized within a week:
- Coca-Cola (Aug 13): Official carbonated soft drinks partner in the UK and Europe.
- Sokin (Aug 14): Multi-year global payments agreement as official business payments partner.
- Parimatch (Aug 15): Regional betting partner across Asia and MENA.
Together, these partnerships highlight the club’s ability to leverage both global and regional categories, combining mass consumer brands with sector-specific operators. According to Chief Business Officer Marc Armstrong, United’s commercial team has generated over $95 million in new partnerships in just five months, underscoring the scale of its commercial engine.
Strategic Importance of Asia and MENA
United’s agreement with Parimatch reflects a growing trend in football towards regional sponsorships, which allow brands to target specific markets without requiring global rights. For the club, Asia and the Middle East remain key territories for growth, supported by preseason tours, tie-ups with brands such as Tiger Beer, and tailored broadcast strategies.
Industry experts note that such arrangements create mutual value: clubs extend their international relevance, while partners gain access to fan bases numbering in the tens of millions. The tailored LED advertising approach — localised for Asian and MENA broadcasts — exemplifies this strategy.
Parimatch’s Premier League Expansion
Parimatch is no stranger to Premier League partnerships. Just weeks before sealing the Manchester United deal, the operator was unveiled as a sleeve sponsor for Leeds United.
This dual investment — backing both one of football’s most globally recognised clubs and one with a passionate, locally driven fanbase — reflects Parimatch’s intent to diversify its reach across different audience demographics.
For United, the deal reinforces its position as a commercial powerhouse, while for Parimatch it represents a platform to strengthen its identity in two of football’s most commercially significant regions.
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