Meridianbet Doubles Down on Crvena Zvezda with Landmark 2030 Deal

BELGRADE, Serbia – December 29, 2025 – In a move that solidifies one of European basketball's most significant commercial partnerships, Meridianbet has extended its title sponsorship with storied EuroLeague club BC Crvena Zvezda through 2030. The landmark, multi-year agreement signals a deep strategic commitment from the sports betting operator, a subsidiary of the NASDAQ-listed Golden Matrix Group Inc. (GMGI), to long-term brand building in a region where basketball is deeply woven into the cultural fabric.

Building on a successful partnership initiated in January 2023, the extension ensures the club will continue to compete as 'Crvena Zvezda Meridianbet' in the prestigious EuroLeague, as well as the ABA League and Serbian League. The deal includes an increased financial commitment from Meridianbet and promises enhanced brand activation, with the company's logo remaining prominently featured on team jerseys and throughout the iconic Belgrade Arena during home games.

A Strategic Play for Global Growth

The extended sponsorship is far more than a simple marketing exercise; it represents a cornerstone of Meridianbet's aggressive global expansion strategy. Since its acquisition by Las Vegas-based Golden Matrix Group in a deal valued at approximately $330 million in April 2024, Meridianbet has become the primary engine of the group's financial growth. GMGI's recent financial reports underscore this impact, with the company posting a record revenue of $47.3 million in the third quarter of 2025, a 15% year-over-year increase. Meridianbet was the standout contributor, accounting for $32.5 million of that total, reflecting a 26% revenue surge for the betting operator itself.

This financial firepower is fueling Meridianbet's push into new regulated markets. The company is actively pursuing licenses in high-growth regions, including Brazil's burgeoning $20 billion market, Peru's $1.2 billion iGaming industry, and South Africa, where digital gambling revenues are on a steep upward trajectory. This global ambition makes the Crvena Zvezda partnership a critical asset. The EuroLeague boasts a global fanbase exceeding 90 million, providing Meridianbet with sustained, high-impact visibility among a key demographic.

"Extending our title sponsorship with Crvena Zvezda through 2030 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 entire communities," said Zoran Milosevic, CEO of Meridianbet, in a statement. "As we scale Meridianbet's operations across 18 jurisdictions, partnerships with premier sports properties like Crvena Zvezda create sustained visibility with audiences that align with our customer demographics."

Shaping the Future of a European Powerhouse

For BC Crvena Zvezda, the long-term security provided by the Meridianbet deal is invaluable. Founded in 1945, the club is one of Europe's most decorated basketball institutions, with a trophy case that includes 24 National Championships, 14 National Cups, and the 1974 FIBA European Cup Winners' Cup. Its legacy is cemented by its role as a launchpad for global basketball icons, including Naismith Memorial Basketball Hall of Fame inductees Vlade Divac and Peja Stojakovic.

The increased financial investment from the sponsorship will provide the club with enhanced resources to remain competitive at the highest level of European basketball. The EuroLeague serves as the continent's top-tier club competition and is a primary talent pipeline to the NBA, making consistent investment crucial for attracting and retaining elite players. The stability afforded by a deal extending to the end of the decade allows the club's management to engage in long-range planning for both its roster and its infrastructure.

This partnership goes beyond mere financial backing, aiming to deepen fan engagement and community ties. The collaboration has already produced numerous fan-centric programs and will now be enhanced, further integrating the Meridianbet brand into the passionate Red Star supporter experience. This long-term alignment between a historic club and a modern gaming giant is set to shape the team's trajectory for years to come.

The New Playbook: Betting's Deepening Ties with European Sport

Meridianbet's decade-long commitment to Crvena Zvezda exemplifies a broader trend in European sports: the growing integration of sports betting operators as premier commercial partners. As regulations have evolved across the continent, betting companies have become a vital revenue stream for clubs and leagues. EuroLeague itself has cultivated numerous such relationships, including premium partnerships with OlyBet and MaxBet in various European territories.

These deals, however, are often navigated on a market-by-market basis due to the fragmented regulatory landscape for gambling across Europe. While EuroLeague's commercial leadership has expressed a desire to streamline its sponsorship model toward fewer, high-value global partners, betting remains a category that necessitates a more localized approach. The Meridianbet-Crvena Zvezda pact stands out for its duration and depth, signaling a move toward more embedded, long-term collaborations rather than short-term marketing arrangements.

The European online betting market is projected to grow at a compound annual rate of nearly 10% through 2030, with revenues expected to surpass $80 billion. The proliferation of high-profile sponsorships is a key driver of this growth, creating a symbiotic relationship where sports properties gain financial stability and betting operators achieve unparalleled brand exposure.

More Than a Game: A Commitment to Community and Responsibility

Crucially, this deepening relationship between sports and betting comes with a heightened focus on corporate social responsibility (CSR). Both Meridianbet and Crvena Zvezda have made community and ethical initiatives a central pillar of their partnership. Since 2023, the collaboration has supported dozens of CSR actions, from youth sports development to responsible gaming advocacy.

One standout initiative is a program with Special Olympics, empowering young athletes with intellectual disabilities through weekly basketball training sessions led by professional coaches and attended by club ambassadors. Another key focus is the promotion of responsible gaming. Meridianbet launched its "Betting Awareness" initiative in 2024 to educate the public on safer gaming practices, and it proactively contacts players who exhibit potential signs of problem gambling, offering self-limitation tools and support resources.

The partnership also leverages its platform for broader community good. The "Scan. Help." campaign used QR codes to raise funds for medical equipment in Serbian maternity hospitals, while the "Meridian Donate" service allowed betting account holders to contribute directly to providing holiday gifts for children without parental care. These initiatives demonstrate a conscious effort to balance commercial objectives with a tangible commitment to social welfare, redefining the scope and responsibility of modern sports sponsorships.