Parimatch aims for highest CIS coverage with new La Liga partnership

Parimatch has secured terms with La Liga to become the official ‘CIS region betting partner’ of Spain’s highest tier of professional football.

Agreeing terms on a two-year partnership, Parimatch confirmed that its brand will be displayed (where permitted) across 15 CIS state broadcast of La Liga matchdays.

Parimatch’s logo will be showcased to CIS region audiences through the use of 3D carpets during live broadcasts. Furthermore, Parimatch revealed that it has secured exclusive rights to be promoted during the away matches of La Liga’s biggest football clubs Real Madrid, FC Barcelona and Atletico Madrid.

“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,” said Parimatch CIS CEO Dmitriy Sergeev.

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

As La Liga’s first CIS betting partner, Parimatch will hold first rights to renew its sponsorship for a further one-year extension.

In its statement, Parimatch disclosed that its agreement would cover the CIS countries of Afghanistan, Armenia, Azerbaijan, Belarus, Estonia, Kazakhstan, Kyrgyzstan, Latvia, Lithuania, Moldova, Russia, Tajikistan, Turkmenistan, Ukraine and Uzbekistan.

Welcoming Parimatch as a new regional partner, Oscar Mayo, La Liga’s international business development director, said: “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.”