Parimatch becomes La Liga’s official betting partner for the CIS region

Parimatch has agreed a two-year partnership with La Liga in a deal which will see it become the league’s official betting partner in the Commonwealth of Independent States (CIS).

Under the terms of the agreement, which includes the possibility of a one-year extension, Parimatch will be La Liga’s official betting partner across 15 territories in the CIS region. Furthermore, all events organised by La Liga in the region will feature Parimatch branding, in line with local permission, while its marketing will feature in the away match for Atletico Madrid, FC Barcelona and Real Madrid.

Dmitriy Sergeev, CEO Parimatch CIS, commented: “This collaboration is strategically important for Parimatch and represents an opportunity for us to reach the loyal fanbase of one of the most popular football leagues in the world, whose players are some of the most iconic names in football today.

“This agreement will see our brand awareness increase not only in our key markets across the CIS, but also on a global level. La Liga shares our commitment to the fan experience, so this partnership is a fantastic fit for us.”

Additionally, Parimatch will gain access to all La Liga logos, emblems, trademarks and image rights for seven active players, to use across marketing materials. Moreover, two La Liga legends will support Parimatch PR and marketing events and will appear in Parimatch TV advertising campaigns for broadcast in the CIS region.

In the future, Parimatch will also have access to La Liga match tickets, which it will be able to offer as prizes and incentives for its players.

Oscar Mayo, Director of Business, Marketing and International Development at La Liga, added: Strong local partnerships are key to making deeper connections with our fans and growing our global presence.

“In the CIS, our following has increased significantly in recent years creating an audience that is keen to get closer to our competition. Parimatch shares our ambition to create world-class entertainment and is an ideal partner with which to continue this growth across the region.”

The agreement covers Afghanistan, Armenia, Azerbaijan, Belarus, Estonia, Kazakhstan, Kyrgyzstan, Latvia, Lithuania, Moldova, Russia, Tajikistan, Turkmenistan, Ukraine and Uzbekistan.

Tamara Babits, Business Development Director Parimatch CIS, concluded: “At Parimatch, we are driven by our passion for sport and entertainment, so what better partner than one of the world’s most popular football leagues.

“We are so excited that our brand will now share the playing field with some of the greatest players in the sport today. We will work hard to build our both brands’ presence across the CIS together.”