Fnatic replaces Rivalry with two-year Parimatch partnership

08 September 2020


London-based organisation Fnatic has found a new betting sponsor in Cypriot online bookmaker Parimatch.

The organisation was previously in a deal with esports-dedicated bookmaker Rivalry, though that partnership was publicly-announced to have ended on September 4th.

Fnatic Parimatch
Credit: ESL

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The deal between Fnatic and Parimatch is described as a “two-year global partnership” that will see the bookmaker serve as the official betting partner of the organisation’s Counter-Strike: Global Offensive team. It will act as a jersey sponsor throughout the two years of the alliance.

Sam Mathews, Founder and CEO of Fnatic, spoke on the deal in a release: “At Fnatic, we view sports betting as an impactful way to enhance the overall esports experience, when undertaken in a responsible manner. We are proud to partner with a forward-thinking, technologically innovative, global brand like Parimatch and look forward to collaborating with them to enhance the visibility of esports around the world.”

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Fnatic and Parimatch will also activate the partnership through content created specifically for social media and YouTube in an effort to reach “over 15 million esports fans across the world.”

Stepan Shulga, Head of Esports at Parimatch, added: “This partnership with Fnatic is another example of Parimatch strengthening ties with the international esports community, but it is the first time we can call ourselves partners of a truly global and legendary brand with more than 15 years of history. This year has been hugely challenging for the world of sport, and at Parimatch we have focused on seizing opportunities whilst maintaining our strategy of promoting esports and sports as two champions of the entertainment industry, with audiences that have similar passions and interests.

“We look forward to collaborating closely with Fnatic to reach millions of esports fans around the world, so watch this space, as we’ve got some exciting plans in store – #alwaysfnatic”

Esports Insider says: It’ll be interesting to see the difference in content between Rivalry and Parimatch, because, presumably, the latter must have had an intriguing pitch to win over the organisation. It may be a while before things can really get underway, however, due to the ongoing global pandemic.

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