Manchester United seals multi-year betting partnership with Parimatch

Manchester United has announced a new multi-year partnership with Cyprus-based betting company Parimatch, targeting the club’s vast fanbase across Asia and the Middle East and North Africa (MENA).

The deal, which began with United’s Premier League opener against Arsenal on Sunday, will see Parimatch branding displayed on LED panels at Old Trafford throughout the season. As the club’s official betting partner in Asia and MENA, Parimatch will also aim to enhance fan engagement during broadcasts and extend its presence beyond matchdays.

“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," said Chief Business Officer Marc Armstrong.

The collaboration will also bring exclusive opportunities to international supporters, including access to giveaways, VIP tickets, and special fan initiatives.

Parimatch CEO Sergey Portnov described the agreement as more than a commercial partnership: "When we see greatness, we recognize it immediately. Manchester United represents everything we stand for – ambition, excellence, and an uncompromising drive to succeed."

The deal completes the club’s trio of major commercial announcements last week alongside Coca-Cola and fintech company Sokin. Armstrong had previewed the milestone in a recent Carrington meeting, where he told staff that the team had secured $95.1 million in partnerships over the past five months.

The trio of deals began on August 13 with Coca-Cola, which became United’s official soft drinks partner in the UK and Europe. The next day, fintech firm Sokin signed a multi-year global agreement as the club’s official business payments partner.

Parimatch now completes the set, giving United three new partnerships across consumer and operational categories. Industry experts said these regional deals are powerful because they tap into local fan engagement and digital platforms. United’s agreement with Parimatch follows that model, offering targeted reach to tens of millions of potential customers.

Parimatch has more than 30 years of experience in sports betting and gaming, with a history of sponsorship deals in the Premier League. The company previously partnered with Everton, Leicester City, Aston Villa, Brighton & Hove Albion, and Southampton.

One of its most high-profile agreements came in 2021 with Chelsea FC. However, following UK government sanctions against then-owner Roman Abramovich, Parimatch opted to use its advertising space at Stamford Bridge to promote humanitarian initiatives instead.

The timing of the Manchester United deal may prove strategic. Premier League clubs have agreed to phase out gambling companies as front-of-shirt sponsors from the 2026–27 season. With LED advertising inside stadiums expected to become the new norm for betting brands, Parimatch’s early move with one of the league’s biggest clubs positions it strongly in the evolving sponsorship landscape.