Meridianbet, the sports‑betting arm of Golden Matrix Group Inc., has extended its title sponsorship with the EuroLeague club Crvena Zvezda through 2030. The partnership will keep the club’s official name as “Crvena Zvezda Meridianbet” in all EuroLeague, ABA League and Serbian League competitions, and will feature the Meridianbet logo on team jerseys and at Belgrade Arena.
The renewal builds on a partnership that began in January 2023 and includes a higher financial commitment from Meridianbet. The deal also expands brand activation initiatives, adding in‑arena signage, digital overlays, and community outreach programs that support youth basketball development and responsible gaming education.
For Meridianbet, the extension is part of a broader strategy to strengthen its presence in 18 regulated jurisdictions across Europe, Africa and South America. By aligning with a storied EuroLeague franchise, the company aims to increase brand recognition among basketball fans, a key demographic for online wagering, and to differentiate itself in a crowded iGaming market.
The sponsorship is a marketing expense that does not generate direct revenue, but it is expected to drive customer acquisition and retention. Golden Matrix Group’s Q2 2025 earnings report showed a miss on both revenue and earnings per share, with revenue at $43.25 million versus an estimate of $50.01 million and EPS of –$0.03 versus –$0.00. The company’s management highlighted that marketing investments such as this partnership are part of a disciplined growth plan that balances short‑term spend with long‑term brand building.
The long‑term nature of the deal signals confidence in the European basketball market and positions Meridianbet as a key partner for fans and sponsors alike. While the marketing outlay adds to operating costs, the expected lift in brand equity and customer lifetime value is projected to offset the expense over the next several years, reinforcing GMGI’s competitive positioning in the iGaming sector.
CEO Zoran Milosevic said the extension “reflects our commitment to long‑term brand building in markets where basketball is more than a sport—it's a way of life for fans, players and communities.” He added that the partnership will help Meridianbet scale its operations and deepen its footprint in key European markets.
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