Manchester United has confirmed a fresh commercial alliance with Parimatch, naming the gaming and entertainment company as its Official Betting Partner across Asia and the Middle East & North Africa (MENA). The multi-year agreement expands United’s commercial reach in two regions where its fan base continues to grow rapidly.

As part of the arrangement, Parimatch branding will feature prominently at Old Trafford through LED perimeter boards during every home fixture. The first visible activation occurred during United’s Premier League opener on August 17, with millions of viewers across Asia and MENA witnessing the debut.

Beyond in-stadium advertising, the collaboration is designed to deliver a range of fan-focused initiatives, including exclusive competitions, VIP hospitality packages, and access to unique club-related experiences. These elements aim to deepen supporter engagement in markets that have become increasingly important for the Premier League giants.

Leaders Highlight Strategic Value of the Partnership

Speaking about the new relationship, Sergey Portnov, CEO of Parimatch, said: “When we see greatness, we recognize it immediately. Manchester United represents everything we stand for – ambition, excellence, and an uncompromising drive to succeed. 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.”

Marc Armstrong, Manchester United’s Chief Business Officer, also welcomed the announcement in the official press release: “We are pleased to welcome Parimatch as a new partner of Manchester United in parts of Asia and MENA. 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.”

Parimatch Expands its Football Footprint

Parimatch is no stranger to English football. With more than three decades in sports betting and gaming, the company has built a strong reputation through previous partnerships with several Premier League clubs, including Chelsea, Newcastle United, Aston Villa, and Leicester City. Currently, the brand maintains visibility as the sleeve sponsor of Leeds United.

This latest collaboration strengthens Parimatch’s standing in one of football’s most lucrative markets while enhancing its visibility on one of the world’s biggest sporting stages. By joining forces with Manchester United, the company signals its intent to solidify its brand identity in territories where demand for football entertainment continues to soar.

A Timely Deal Ahead of Sponsor Rule Changes

The agreement comes at a pivotal moment for English football sponsorships. In April 2023, the Premier League confirmed a ban on front-of-shirt gambling sponsors beginning with the 2026–27 season. While sleeve sponsorships and LED advertising will remain permissible, the upcoming restriction reflects wider efforts to encourage responsible gambling practices and limit the visibility of betting promotions.

Currently, gambling companies account for a significant share of Premier League shirt sponsors, with eleven of the twenty clubs partnered with betting firms. These include high-profile deals such as Aston Villa with Betano, Bournemouth with bj88, and Wolverhampton Wanderers with DEBET.

For Manchester United, the Parimatch deal represents a way to maintain strong commercial relationships within the gaming industry, while simultaneously offering fans across Asia and MENA tailored opportunities to connect more closely with the club.

Reinforcing Manchester United’s Global Brand

Manchester United remains one of the most recognizable and valuable sports franchises worldwide. According to Forbes’ 2024 valuations, the club stood at $6.55 billion—second only to Real Madrid among soccer teams, and comfortably ahead of Barcelona. With 13 Premier League titles since the league’s rebrand in 1992, United’s record has helped secure its global appeal.

This partnership with Parimatch not only underscores the club’s ongoing commercial strength but also highlights its strategy of forging alliances that expand its influence in key international markets. Combined with recent deals such as Coca-Cola’s appointment as its official soft drink partner in the UK and Europe, and fintech company Sokin becoming its global payments partner, the Red Devils continue to diversify their sponsorship portfolio.