Alongside its brand refresh, Parimatch has named Irish fighter, Conor McGregor, its official ambassador for the CIS region and Cyprus.

International betting platform, Parimatch, has unveiled a new brand and appointed Conor McGregor as its ambassador. The mixed martial arts athlete has signed a two-year personal endorsement deal with the brand, which he will represent across the CIS (Commonwealth of Independent States) region and Cyprus.

Per the deal, the Irish fighter will collaborate with the marque on promotional content and consumer activations. Building on the company’s strong presence in the mixed martial arts space, the alliance takes place on the back of its rise as official EMEA wagering partner of the UFC in July 2018.

McGregor will be the face of the refurbished Parimatch. Supporting the exercise, extensive research was executed to explore the network’s target audience and trends. Providing a more compatible offering to complement the lifestyles of its consumers, the revamp entailed a tie-up with Digital Choo and BANDA.

Having grown its reach to nearly two million users, the refreshed label goes beyond just a betting platform in that it will afford content and connections to further impact customers. Key enhancements included in the restructure span fresh updates, music, fitness advice, and an integrated multi-channel campaign.

“Conor McGregor dares to be different. He is a bold global icon that transcends sport and will lift our business to new heights. Conor is the ultimate ambassador for our brand,” said Sergey Portnov, Chief Executive of Parimatch Holding.

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