Manchester United has unveiled Parimatch as its official betting partner across the MENA regions in Asia with a new multi-year partnership. The collaboration will strengthen United’s fan engagement in these regions, while boosting Parimatch’s brand presence on football’s global stage.

Starting with the August 17th’s opening Premier League fixture, Parimatch’s branding will be prominently displayed on LED screens at Old Trafford during every home game. Beyond visibility, the deal introduces a variety of exclusive fan-focused initiatives to connect with supporters in Asia and MENA.

Enhancing Fan Experiences

As part of the partnership, Parimatch will deliver unique opportunities for Manchester United fans, including access to VIP tickets and other club-related rewards. These experiences will deepen connections between the team and its widespread fan base in renowned football markets.

Serge Portnov, CEO of Parimatch, stated the cultural significance of the agreement: “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.”

The collaboration reflects a growing trend in sports marketing where betting operators embed themselves in fan culture through interactive experiences.

Official Reactions from Manchester United

Marc Armstrong, Chief Business Officer at Manchester United, welcomed the partnership, highlighting Parimatch’s strong track record in global sports sponsorships. “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,” he said.

The deal highlights Manchester United’s strategy of expanding its influence and fan engagement in international markets through commercial partnerships. While financial details remain undisclosed, the agreement was described as multi-year, suggesting long-term strategic cooperation.

Wider Context and Industry Challenges

The announcement comes while Parimatch is facing scrutiny over its operations. India, the Enforcement Directorate recently froze approximately Rs 110 crore in accounts linked to the company following nationwide raids. Despite these issues, Parimatch continues growing its portfolio of football partnerships. The operator already serves as sleeve sponsor and official betting partner of Leeds United.

This latest agreement with Manchester United signals Parimatch’s intention to secure its status as a major player in global sports sponsorship. For Manchester United, the deal increases engagement opportunities with fans across Asia and MENA. It also reinforces its commercial presence in regions critical to the club’s growth strategy.