18th August 2025
August 18 – Manchester United have announced another betting alliance with Parimatch becoming the club’s regional partner for Asia and the Middle East.
Headquartered in Limassol, Cyprus, and founded in Kyiv, Ukraine, in 1994, Parimatch has grown from its humble origins into a global gambling operation that reported annual revenue exceeding $500 million in 2022.
Its sports portfolio is impressive as it is the official betting partner of UFC across Asia and EMEA regions, along with deals with India’s Pro Kabaddi League and Indian Super League.
The LED advertising boards at Old Trafford will only flash ads for Asian and Middle Eastern viewers, targeting 659 million potential punters. The deal began yesterday with the visit of Arsenal in their Premier League opener.
Parimatch has not been shy about flexing its muscles in England, having teamed up with bitter rivals, Leeds United, as their sleeve sponsor.
Parimatch CEO Sergey Portnov used some tried and tested cliches when describing the deal as “recognising greatness” and an “uncompromising drive to succeed.”
United’s chief business officer, Marc Armstrong, who is seemingly working harder than the players on the pitch, has secured three big deals in the space of a week, landing Coca-Cola for Europe, Sokin for global fintech, and now Parimatch for Asia and MENA.
Whether any of these deals will contribute to success remains the eternal Old Trafford question. The LED boards will be flashing, and the ever-desperate United faithful are hoping that their football will be as illuminating as the LED boards surrounding the pitch.
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