Russian bookie Parimatch inks Conor McGregor as ambassador

Russian bookmaker Parimatch has made mixed martial artist Conor McGregor the face of the company’s new brand identity.

On Wedneday, Parimatch announced that it had signed a two-year personal endorsement deal with McGregor that will see the controversial fighter serve as “the face of a new look Parimatch.” The company is embarking on a brand refresh in tandem with creative partners Digital Choo and BANDA to coincide with the site’s migration to a new betting platform.

Parimatch and McGregor will collaborate on promotional content and consumer activations, focusing on the Commonwealth of Independent States region – Russia and eight former Soviet Union republics – and Cyprus.

Parimatch CEO Sergey Portnov hailed McGregor as “a bold global icon that transcends sport” and thus “the ultimate ambassador for Parimatch.” McGregor dutifully logrolled back, saying Parimatch “has a fighter’s spirit built into its culture.”