Parimatch

Parimatch is an international online betting and entertainment brand whose origins date to Kyiv, Ukraine, in 1994. The business initially developed as a bookmaker in the markets of the Commonwealth of Independent States and expanded into Russia in 1998. Its online betting website launched in 2000, making Parimatch one of the earlier internet-based bookmakers serving customers in the region. Over time, the brand broadened its geographic reach and its commercial identity from a regional betting operator into an internationally marketed sports and entertainment platform. The company entered Kazakhstan in 2015 and began working with Federbet on measures intended to detect and deter match-fixing. From 2018, it expanded operations to Cyprus and parts of Africa, including Tanzania. Cyprus became the location of the group's headquarters and an important base for its international activities. Parimatch subsequently used local regulatory licences in several jurisdictions and also operated under an international Curaçao eGaming licence. Its United Kingdom activity launched in 2020 as a franchise, with the website operated by BV Gaming Limited. Sports partnerships have been central to Parimatch's brand-building strategy. The company has sponsored or partnered with football clubs and sporting organizations including APOEL FC, Leicester City, Juventus, Everton, Chelsea, Newcastle United, Botafogo, Nottingham Forest, Leeds United, the Argentine Football Association and Manchester United. It has also maintained relationships with UFC and other combat-sports properties. Brand ambassadors and public representatives have included Conor McGregor, Mike Tyson, Yaroslav Amosov, Oleksandr Shovkovskyi and Oleksandr Usyk. These associations position Parimatch around sports culture, fan engagement and international entertainment rather than around betting products alone. The company has also pursued integrity and responsible-gambling initiatives. In 2015 it announced cooperation with Federbet to address match-fixing, and in 2020 it joined the Esports Integrity Commission to support efforts against cheating and fraud in esports. In September 2021, Parimatch launched a responsible-gambling platform intended to reduce risks associated with gambling addiction; Ukrainian boxer Oleksandr Usyk was presented as the campaign ambassador. Parimatch expanded beyond its core betting operation through corporate development activity. In December 2021, it acquired Mr Fish, a performance-marketing organization, and PokerMatch, an online poker room. The group also reorganized its management in 2022: Maksym Liashko became chief executive while Roman Syrotian moved into a supervisory position. Following Russia's invasion of Ukraine, Parimatch withdrew its Russian franchise. It established a Parimatch Foundation initiative and announced an allocation of €510,000 for humanitarian support in Ukraine, including evacuation assistance and help for Ukrainian athletes with disabilities. The company also opened a European hub in Prague in 2022 and relocated its research-and-development activity away from Kyiv for safety reasons. Parimatch's Ukrainian operations were suspended in March 2023 after sanctions imposed by Ukraine's National Security and Defense Council. The sanctions covered company property, subsidiary websites and the licensed PM.UA website; the company challenged the measures in court. In December 2023, Maksym Liashko left the chief executive role. In September 2024, Kateryna Biloruska sold her controlling interest in Parimatch Group to Sergey Portnov, who subsequently became the group's sole owner after acquiring minority holdings. The brand has continued to associate itself with international sports sponsorship and community initiatives, including wildfire-relief fundraising in Cyprus and support for the Women in STEM Cyprus Summit in 2025.

Parimatch was established in Kyiv in 1994 and initially developed as a bookmaker serving the post-Soviet regional market. It entered Russia in 1998 and launched an online betting website in 2000. The online launch placed the brand among the early internet bookmakers in the Commonwealth of Independent States and created the basis for later international expansion. The next major phase began in 2015, when Parimatch entered Kazakhstan. During the same period it announced cooperation with Federbet, linking the brand to efforts against match-fixing and irregular sporting activity. In 2018, the company expanded its operations to Cyprus and African markets including Tanzania. Cyprus later became the headquarters of the international entertainment company. In December 2018, chief executive Sergey Portnov received a Leader of the Year award at the SBC Awards in London. Parimatch's expansion increasingly relied on sports marketing. It developed sponsorships and partnerships with football clubs, combat-sports organizations and other sporting bodies. The brand's public profile was supported by ambassadors including UFC champion Conor McGregor, former heavyweight boxer Mike Tyson, Bellator champion Yaroslav Amosov, former Ukrainian footballer Oleksandr Shovkovskyi and boxer Oleksandr Usyk. In 2020, Parimatch joined the Esports Integrity Commission and launched a UK franchise operation whose website was run by BV Gaming Limited. In Ukraine, a new regulatory framework allowed Parimatch to obtain a local betting licence in March 2021. Later that year, the group expanded its capabilities through the acquisition of Mr Fish, a performance-marketing organization, and PokerMatch, an online poker room. These moves indicated an effort to build a broader digital wagering and customer-acquisition platform rather than relying exclusively on sports betting. Russia's invasion of Ukraine changed the company's operating and social priorities. In 2022, Parimatch withdrew its Russian franchise. It also announced the creation of the Parimatch Foundation and committed €510,000 to assistance connected with the war. The foundation redirected resources originally intended for education and sport toward humanitarian assistance, evacuations and support for Ukrainian athletes with disabilities. The company opened a European hub in Prague during the same year, partly to provide a safer workplace for employees and to relocate research-and-development functions from Kyiv. The group's management changed in April 2022, when Maksym Liashko became chief executive and Roman Syrotian took a supervisory role. Liashko left the chief executive position in December 2023. Earlier in 2023, Ukrainian authorities had suspended Parimatch's operations under sanctions imposed by the National Security and Defense Council. The measures affected company property, subsidiary websites and the licensed PM.UA website. The company disputed the action in court. Ownership changed in September 2024, when Kateryna Biloruska sold her controlling stake in Parimatch Group to Sergey Portnov. Portnov subsequently became sole owner after acquiring minority interests. The brand has continued its international sports and community positioning, with later sponsorship announcements involving football, UFC and other sports, as well as Cyprus-based initiatives such as wildfire-relief fundraising and support for a Women in STEM summit.

• 2024

  Ownership consolidation

  [1]Parimatchen.wikipedia.org

  Sergey Portnov acquires the controlling stake and subsequently becomes sole owner of Parimatch Group.

• 2023

  Ukrainian operations suspended

  [1]Parimatchen.wikipedia.org

  Ukraine suspends Parimatch operations under National Security and Defense Council sanctions.

• 2022

  Russian withdrawal and Prague hub

  [1]Parimatchen.wikipedia.org

  The company withdraws its Russian franchise, establishes humanitarian support through the Parimatch Foundation and opens a European hub in Prague.

• 2021

  Ukrainian licence and acquisitions

  [1]Parimatchen.wikipedia.org

  Parimatch obtains a Ukrainian betting licence and later acquires Mr Fish and PokerMatch.

• 2020

  UK franchise launch and esports-integrity membership

  [1]Parimatchen.wikipedia.org

  The brand launches in the United Kingdom through a franchise and joins the Esports Integrity Commission.

• 2018

  Cyprus and African expansion

  [1]Parimatchen.wikipedia.org

  Parimatch begins operations in Cyprus and African markets including Tanzania.

• 2015

  Kazakhstan expansion and integrity cooperation

  [1]Parimatchen.wikipedia.org

  The company enters Kazakhstan and begins cooperation with Federbet on match-fixing prevention.

• 2000

  Online betting website launches

  [1]Parimatchen.wikipedia.org

  Parimatch launches an online betting website and becomes an early internet bookmaker in the CIS region.

• 1998

  Entry into Russia

  [1]Parimatchen.wikipedia.org

  Parimatch expands into the Russian market.

• 1994

  Parimatch is established in Kyiv

  [1]Parimatchen.wikipedia.org

  The brand is founded in Kyiv, Ukraine.

An internationally marketed sports-betting and entertainment brand combining online wagering, sports partnerships, gaming-related services, responsible-gambling initiatives and community projects.

• Sports betting · 2000

  Parimatch Sports Betting

  The brand's core offering is online sports wagering. Its historical expansion and sponsorship strategy have been closely associated with football, combat sports and other internationally followed sporting events. Availability and licensing depend on the rules of each market in which Parimatch operates.

• Online gaming

  Parimatch Online Gaming

  Parimatch presents itself as an online entertainment company rather than solely as a traditional bookmaker. Its broader gaming-related activity has included online casino and other digital entertainment services where permitted by local regulation.

• Online poker

  PokerMatch

  PokerMatch is an online poker room acquired by Parimatch Group in December 2021, extending the group's presence beyond sports betting into a separate form of digital wagering and gaming.

• Responsible gambling · 2021

  Responsible Gambling Platform

  Launched in September 2021, the platform was intended to reduce gambling-related risks and help prevent the development of gambling addiction. Oleksandr Usyk served as ambassador for the associated responsible-gambling campaign.

• 2025TechIsland wildfire-relief fundraising

  Cyprus

  Parimatch contributed to a TechIsland fundraising initiative for wildfire relief and assistance to affected communities in Cyprus.

  Outcome. Contribution made; the source does not specify the total campaign result.

  Source
• 2025Women in STEM Cyprus Summit

  Cyprus

  Parimatch sponsored the Women in STEM Cyprus Summit as part of its community and social-impact activity.

  Outcome. Sponsorship reported; detailed outcome not specified.

  Source
• 2022Parimatch Foundation Ukraine relief

  Ukraine

  The Parimatch Foundation redirected resources toward humanitarian assistance after the Russian invasion of Ukraine and announced €510,000 in support for affected people, evacuations and Ukrainian athletes with disabilities.

  Outcome. Humanitarian and sports-support activity continued under the foundation.

  Source
• 2021Responsible Gambling

  International

  Parimatch launched a platform focused on reducing gambling risks and preventing addiction, with Oleksandr Usyk as campaign ambassador.

  Outcome. Platform launched; longer-term outcome not specified in the source material.

  Source

• 2024

  Ownership consolidation under Sergey PortnovM&A

  Background

  Parimatch Group underwent a change in shareholder control.

  Action taken

  Sergey Portnov purchased Kateryna Biloruska's controlling stake and later acquired minority holdings.

  Aftermath

  Portnov became the sole owner of Parimatch Group.

  Source

• 2023

  Challenge to Ukrainian sanctionsOther

  Background

  Ukraine's National Security and Defense Council suspended Parimatch operations and applied sanctions affecting company assets and websites.

  Action taken

  Parimatch challenged the sanctions and the resulting suspension in court.

  Aftermath

  The source material does not state the final judicial outcome.

  Source

• 2022

  Withdrawal from the Russian franchiseStrategy

  Background

  The decision followed Russia's invasion of Ukraine.

  Action taken

  Parimatch withdrew its franchise from Russia.

  Aftermath

  The group redirected attention toward other international markets and humanitarian support for Ukraine.

  Source

• 2022

  Creation of a Prague European hubStrategy

  Background

  Military activity around Kyiv created safety concerns for employees and the company's research-and-development operations.

  Action taken

  Parimatch opened a European hub in Prague and relocated its Kyiv-based research-and-development activity.

  Aftermath

  The Prague office provided a safer working environment and became a European operating base.

  Source

• 2021

  Acquisition of Mr Fish and PokerMatchM&A

  Background

  Parimatch sought to broaden its digital capabilities and gaming portfolio.

  Action taken

  Parimatch acquired performance-marketing organization Mr Fish and online poker room PokerMatch.

  Aftermath

  The group expanded into marketing infrastructure and online poker.

  Source

• 2020

  UK franchise expansionStrategy

  Background

  Parimatch pursued entry into a regulated Western European betting market.

  Action taken

  The brand launched in the United Kingdom as a franchise, with BV Gaming Limited operating the website.

  Aftermath

  The UK became part of Parimatch's international operating footprint.

  Source

• 2000

  Launch of the online betting platformProduct launch

  Background

  The company sought to extend its bookmaker activity into internet-based wagering.

  Action taken

  Parimatch launched an online betting website serving the CIS region.

  Aftermath

  The launch established the online channel that later supported international expansion.

  Source

• 2019-11-11

  Parimatch launches “A new epic story” advertising campaign[2]Parimatch推出“A new epic story”广告 campaignprnewswire.co.uk

  Reported: 2019-11-11

  Parimatch launched its “A new epic story” advertising campaign featuring brand ambassador Conor McGregor. The campaign included billboard images across the CIS region and a short video.

1. 1Parimatchen.wikipedia.org
2. 2Parimatch推出“A new epic story”广告 campaignprnewswire.co.uk