Manchester United Parimatch partnership has been officially confirmed, with the Cyprus-based operator becoming the club’s official betting partner across selected countries in Asia and the Middle East/North Africa (MENA).
The partnership marks another step in United’s growing commercial strategy, giving Parimatch significant brand exposure through LED perimeter boards, broadcast visibility, media backdrops, and fan-focused activations. Supporters in Asia and MENA will also see the company’s yellow-and-black branding across televised matches and official club content.
Table of Contents
Expanding Parimatch’s Premier League Presence
For Parimatch, the agreement adds to its growing reputation within the Premier League. The betting firm has already worked with Chelsea, Everton, Leicester City, Aston Villa, Brighton & Hove Albion, and Southampton, and most recently confirmed a partnership with Leeds United. That deal includes branding on the shirt sleeve of match kits, plus promotion at Elland Road, the Thorp Arch training facility, and through other digital and in-stadium assets.
By joining forces with Manchester United, the Manchester United Parimatch partnership becomes one of the most high-profile collaborations in the football betting space, strengthening Parimatch’s foothold across major football markets.
United’s Commercial Push Under New Leadership
For Manchester United, the partnership comes at a time of intensified focus on commercial revenue growth. The club’s new Chief Business Officer, Marc Armstrong, formerly of Paris Saint-Germain, has overseen a series of fresh sponsorships in recent weeks.
- Just last week, United announced Coca-Cola as its official soft drinks partner in the UK and Europe.
- Sokin, a global fintech firm, was also revealed as the club’s official business payments solutions partner.
- Now, with Parimatch on board, United has completed a trio of significant deals within a short span.
These moves align with the vision of co-owner Sir Jim Ratcliffe, who has highlighted the importance of bridging the gap in commercial income between United and their rivals. Both Liverpool and Manchester City have outpaced United in annual commercial revenues, despite the latter’s global fan base.
Statements From Both Sides
Parimatch CEO Sergey Portnov expressed pride in partnering with the 20-time English champions:
“When we see greatness, we recognize it immediately. Manchester United represents everything we stand for – ambition, excellence, and an uncompromising drive to succeed.”
Manchester United’s Marc Armstrong echoed that enthusiasm:
“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.”
Asia Cup 2025 Squad: Big Selections, Bold Calls, and a Shubman Gill Twist
Regional Scope and Market Context
It’s important to note that the Manchester United Parimatch partnership applies only to Asia and MENA. In the UK and Europe, United continues its long-standing partnership with Betfred, which remains its official betting partner in those territories.
The regional focus reflects a broader industry trend: many clubs now tailor sponsorships to specific geographies to maximize revenue opportunities while addressing the tightening gambling advertising regulations in Europe.
For Parimatch, Asia and MENA are fast-growing betting markets with massive football audiences. For United, the Manchester United Parimatch partnership provides another opportunity to monetize its worldwide following in markets where the club’s fan engagement remains particularly strong.
Conclusion
This deal highlights how Manchester United is leveraging its global brand strength to accelerate sponsorship revenue, while Parimatch cements its position as a leading betting brand across football’s most competitive league.
With Coca-Cola, Sokin, and Parimatch added to the sponsorship portfolio in just weeks, United is making strides commercially—even as the club looks to rediscover success on the pitch.
By: Parimatch Global
