Parimatch has unveiled mixed martial arts (MMA) superstar Conor McGregor as its new brand ambassador.
The Irish fighter will collaborate on promotional content and consumer activations after signing a two-year endorsement deal with Parimatch across the CIS region and Cyprus.
The signing builds on Parimatch’s strong brand presence in MMA after the operator became the UFC’s official betting and wagering partner for EMEA in July 2018.
“Much like Parimatch, Conor McGregor dares to be different,” said Sergey Portnov, Chief Executive of Parimatch Holding. “He is a bold global icon that transcends sport. Conor will lift our brand to new heights. He is the ultimate ambassador for Parimatch.”
McGregor added: “Parimatch has a fighter’s spirit built into its culture. As soon as I met them, I could identify and relate to their values. I had no doubt that it was a brand that I wanted to bet my name on.”
McGregor will also be the face of new-look company, following a rebranding process carried out in collaboration with creative partners Digital Choo and BANDA.
The rebranding was implemented across the whole business at 8:00 CET today (6 February) and will be promoted by an integrated multi-channel campaign.
Iryna Kurochkina, CEO of Digital Choo, said: “The best words to describe the refreshed Parimatch style are ‘dynamic’, ‘boldness’ and ‘motion’. We wanted to create a sport and lifestyle brand, not a brand that is just loosely connected with sport.”
Tamara Babits, Chief Marketing Officer of Parimatch, concluded: “We have re-evaluated how we see our customers, who they are and what our brand is for them, beyond just a betting platform. We now have a daring brand that both better embodies and supports their lifestyles.”