Manchester United’s Chief Business Officer Marc Armstrong had hinted at to staff earlier in the week that there would be three significant commercial agreements announced this week.
On August 13, Coca-Cola became the official carbonated soft drinks partner for the club in the UK and Europe.
The following day, United announced a global agreement with UK fintech Sokin as its official business payments partner.
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Today, Manchester United has officially named Parimatch as its betting partner for select markets in Asia and the Middle East and North Africa region.
The club has rounded the week off with major commercial announcements, locking in three partnerships covering both consumer-focused and operational sectors, each serving distinct strategic purposes.
The multi-year arrangement with Parimatch, revealed on August 15, will see Parimatch’s branding showcased on LED perimeter boards at Old Trafford during every home fixture, beginning with the Premier League opener against Arsenal on August 17.
This partnership targets key territories across Asia and MENA, where broadcasts of United’s matches are expected to deliver the brand to millions of fans.
Alongside the pitchside exposure, the collaboration will be brought to life through regional initiatives aimed at engaging supporters.
Fans in these regions will have the opportunity to take part in campaigns that include access to Manchester United experiences, VIP tickets on matchdays, and interactive competitions.
“When we see greatness, we recognise 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,” said Parimatch CEO Sergey Portnov.
“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.”
In his internal update, Armstrong disclosed that the commercial department had generated £70 million ($95.1m) in partnerships over the past five months, with Parimatch completing the series.
“We are pleased to welcome Parimatch as a new partner,” 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.”
