One of the main elements of the partnerships that Parimatch noted was that both athletes, despite their controversies, have displayed a degree of showmanship which has boosted their exposure in the media. “The two ambassadors complement one another as they serve different audiences, and help us to reach that demographic.” Yes he is controversial, but he is active on Instagram, he is a modern guy and people seem to love him. Younger audiences know Conor, they play UFC games on their phones, and Conor is the face of the sport. “For younger audiences though, the partnership with Conor has been amazing. So for older audiences, Tyson is much better suited. They may have only watched one of his fights, but they weren’t brought up during his reign. They wouldn’t be able to recognise him on the street. And once we announced a partnership with him, the reaction we received was crazy! But at the same time, younger audiences don’t seem to know who Tyson is. “He is a true legend of boxing, and he has a great following. Mike Tyson accommodates ‘older audiences’, those over the age of 30 to 35, who love Tyson and respect him much more than Conor.

Portnov continued: “The two guys complement one another. Securing brand ambassador agreements with both of the athletes has allowed Parimatch to tap into the social media generation, while also ensuring that it caters to the audience that grew up during Tyson’s ‘reign’. “So, they are able to divert people’s attention to themselves and nowadays, in a world where marketing spend is crazy, and the amount of ads and impressions that we are seeing is also crazy, to distinguish yourself you need partnerships with guys like that. For them, one little tweet and everyone is talking about them. Yes, they are both controversial, but because of that, they are always getting attention. He said: “The partnerships have been exceptional, and I’ll explain why. Speaking at the recent Betting on Sports event, Portnov explained to SBC some of the benefits that Parimatch has seen from its partnerships with McGregor and Tyson, and how the two athletes have helped the operator reach two entirely different demographics.

Using renowned athletes such as Conor McGregor and Mike Tyson is key for an operator to help distinguish themselves from others, according to Parimatch CEO, Sergey Portnov.

Sergey portnov parimatch