English Premier League giant Manchester United announced a multiyear partnership with global gaming company Parimatch on Tuesday.
The entertainment company will become Manchester United’s official betting partner across ASIA and the MENA (Middle East and North Africa) region.
Key Takeaways
- Parimatch will be the team’s official partner in Asia, the Middle East and North Africa.
- Manchester United was listed as the second-most valuable soccer team in the world in 2024.
- Front-of-shirt betting sponsors will be banned in the Premier League starting next season.
With a deal in place, Parimatch will be allowed to advertise its brand on the team’s LED boards at Old Trafford, the team’s home venue and one of the most famous stadiums in the world.
Parimatch will also be able to host a variety of engagement opportunities, including VIP experiences at the stadium for its fans in Asia and MENA.
“When we see greatness, we recognize it immediately. Manchester United represents everything we stand for – ambition, excellence, and an uncompromising drive to succeed,” Parmiatch CEO Sergey Portnov said in an announcement. “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 has previously teamed up with Premier League clubs such as Chelsea, Newcastle United, Aston Villa, and Leicester City. It is also currently featured on the sleeve of newly promoted Leeds United.
Growing a global brand
Manchester United has won the most Premier League titles (13) since the league rebranded in 1992. That success helped propel them to become one of the most recognizable and valuable sports franchises in the world.
According to Forbes’ 2024 rankings, the club had an estimated value of $6.55 billion. That ranked 14th in the world and was the second-highest of all soccer teams, only $50 million behind Spanish giants Real Madrid and nearly a full billion ahead of FC Barcelona.
Even with its dominant presence, Manchester United Chief Business Officer Marc Armstrong said that the Parimatch partnership will help the club continue to build its global profile.
“We are pleased to welcome Parimatch as a new partner of Manchester United in parts of Asia and MENA,” said Armstrong. “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.”
Betting sponsors still popular despite imminent ban
Manchester United’s partnership announcement comes one year before the Premier League will enact its front-of-shirt ban on gambling sponsors, which was decided in April 2023.
The impending change is to help uphold responsible gaming practices and reduce the number of individuals who struggle with gambling addiction.
Eleven of 20 Premier League clubs have gambling sponsor partners emblazoned on their shirts, making them the most popular supporters of the league’s clubs. That includes Stake (Everton), which left the British market in February amid an investigation into its advertising practices, and 96.com (Burnley), which is not available in the UK.
Other teams with front-of-shirt betting sponsors include:
- Aston Villa (Betano)
- Bournemouth (bj88)
- Brentford (Hollywood Bets)
- Crystal Palace (NET88)
- Fulham (SBOTOP)
- Nottingham Forest (Bally’s)
- Sunderland (W88)
- West Ham (Boyle Sports)
- Wolverhampton Wanderers (DEBET)
Clubs will still be allowed to display gambling sponsors on their shirt sleeves once the ban is in effect.
