Manchester United and Parimatch Announce Multi-Year Betting Partnership Across Asia and MENA

Under the terms of the deal, Parimatch branding will feature prominently at Old Trafford, with visibility on the LED perimeter boards during United’s home fixtures. The arrangement comes into effect immediately and will be seen for the first time at the club’s opening Premier League match of the new season on 17 August.

Beyond branding exposure, the partnership is designed to deliver meaningful fan engagement in key international markets. Supporters across Asia and the MENA region will have the opportunity to participate in a variety of exclusive club experiences, including competitions for VIP match tickets and other rewards.

Parimatch’s Chief Executive Officer Serge Portnov emphasized that the partnership reflects more than a business arrangement. He stated:

“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.”

Parimatch is no stranger to English football, having previously partnered with several clubs. Most notably, it is currently the sleeve sponsor and official betting partner of Leeds United, where it has launched a range of fan-focused activations. With Manchester United, however, the scale and reach of the project are set to grow significantly, particularly given the Premier League giant’s global following.

Marc Armstrong, Manchester United’s Chief Business Officer, welcomed the collaboration:

“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.”

The announcement does not disclose financial details or the exact length of the contract, but the deal is described as multi-year, suggesting a long-term commitment between the two parties.

It is worth noting that Parimatch has recently been linked to regulatory challenges. In India, the Enforcement Directorate froze assets worth Rs 110 crore (approximately US$12.6m) held in mule accounts following nationwide raids reportedly associated with the operator. Despite this, the company continues to expand its global sports portfolio, using high-profile partnerships to strengthen its brand presence.

For Manchester United, the agreement with Parimatch represents another step in enhancing the club’s commercial reach across international territories, ensuring fans in Asia and the MENA region remain closely connected to the Old Trafford experience.