Manchester United Signs Parimatch as Betting Partner in Asia and MENA

Manchester United has added another global partner to its roster by signing a multiyear agreement with Parimatch, giving the betting brand exclusive rights in Asia and the MENA region.

Good to know

• Parimatch will showcase its brand on LED boards at Old Trafford, one of football’s most iconic stadiums.
• Fans in Asia and MENA will gain access to VIP experiences created by Parimatch in collaboration with the club.
• The deal arrives a year before the Premier League enforces its ban on front-of-shirt gambling sponsors.

The agreement makes Parimatch Manchester United’s official betting partner in the targeted regions. For Parimatch, that means visibility at Old Trafford through pitchside advertising and the chance to design fan-focused activations that bring supporters closer to the team.

Sergey Portnov, CEO of Parimatch, shared his view on the collaboration:

“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.”

Parimatch is no stranger to Premier League partnerships. It has worked with Chelsea, Newcastle United, Aston Villa, and Leicester City, and currently appears on the sleeve of Leeds United. The Manchester United deal builds on that track record but shifts the focus toward global regional rights, particularly in markets where football’s popularity is surging.

Manchester United’s Chief Business Officer Marc Armstrong emphasized the value of the agreement:

“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.”

The timing of this partnership stands out. In April 2023, Premier League clubs voted to phase out gambling sponsors from the front of shirts, with the ban taking effect after the 2025–26 season. Until then, clubs remain free to explore other formats of commercial deals. Right now, 11 of the 20 Premier League teams still carry gambling logos on their kits.