Meridianbet, a global sports betting and gaming brand, part of the Golden Matrix Group Inc. (NASDAQ: GMGI), has advanced its strategic partnership with Euroleague basketball powerhouse Crvena Zvezda.

Building on over two years of collaboration, Meridianbet has achieved a first-of-its-kind branding integration in Serbia and the region by incorporating its logo into the club’s emblem. This innovative sponsorship represents a next-generation business model for sports partnerships, aligning with Meridianbet’s growth trajectory and global market positioning.

Breaking New Ground – Key Facts

• First permanent logo integration in European basketball
• Strong, ongoing partnership with a top-tier Euroleague club
• Strategic amid NBA’s expanding interest in Europe

This partnership is not just a branding milestone but a reflection of Meridianbet’s long-term vision to reshape the future of sports sponsorship. Operating across 18 global markets and supporting over 100 professional and amateur sports clubs, Meridianbet demonstrates a forward-looking approach that integrates its brand into the core identity of its partners, fostering mutual growth and innovation.

Legacy Meets Innovation

This partnership unites two titans: Meridianbet, with 23 years of leadership in digital gaming, and Crvena Zvezda, a basketball dynasty with deep cultural significance for the entire Southeast Europe. As European basketball undergoes transformation and anticipates further global integration, this collaboration exemplifies how traditional sports values can harmonize with cutting-edge business strategies.

By embedding its brand into Crvena Zvezda’s crest, Meridianbet transcends conventional sponsorship, creating a long-term alliance that underscores its commitment to innovation, market leadership, and a shared vision for growth within the rapidly evolving sports landscape.

Group – Wide CSR Statement

Beyond the court, this move highlights Meridianbet’s broader ethos as part of Golden Matrix Group. As outlined in GMGI’s recent Q3 report, the company prioritizes investments in corporate social responsibility (CSR), funding grassroots sports initiatives, supporting youth education programs, and fostering sustainable development. Meridianbet’s sponsorships extend beyond financial transactions, representing a commitment to tangible community impact and long-term partnerships.

This strategic partnership also signals Meridianbet’s growing global ambitions. As part of Golden Matrix Group, the company continues to expand its presence in key markets while reinforcing its reputation as an innovator in sports betting and gaming. With proprietary technology and personalized customer experiences at its core, Meridianbet positions itself as a global leader deeply rooted in the communities it serves.

Crvena Zvezda’s fans, known for their passionate support, now carry a crest that combines legacy with innovation. For Meridianbet, this partnership is more than a branding exercise—it’s a statement of intent, a commitment to shaping the future of sports sponsorship in Serbia and beyond.

A New Era for European Basketball

Crvena Zvezda’s crest, now a blend of tradition and innovation, represents the convergence of two forces driving change in European sports. For Meridianbet, this initiative is not just a sponsorship—it’s a strategic declaration to shape the future of sports partnerships on a global scale.

As part of Golden Matrix Group, Meridianbet continues to expand its global footprint while pioneering next-generation solutions in sports betting and gaming. With proprietary technology and an unwavering commitment to personalized customer experiences, the company remains at the forefront of an industry poised for exponential growth.

Serbia’s Zeleno-Levi Front (ZLF/Green-Left Front), a local green political party, is advocating for a total ban on gambling ads in the country. According to its representatives, banning all ads would be the most surefire way to protect the public from gambling harm.

The ZLF just organised the Games of Chance, Games with the Health of Citizens (Igre na sreću, igre sa zdravljem građana) forum, scrutinising the gaming industry and its negative consequences. During the forum, representatives slammed the government’s recent proposal to limit gambling ads, saying that this wouldn’t be enough.

For context, the government recently proposed a ban on gambling ads featuring prominent celebrities, mirroring similar measures in other regulated markets. For context, Serbian law currently allows professional athletes to advertise betting products, to safer gambling advocates’ dismay.

The ZLF, however, believes that its total ban would be the most effective way to minimise potential harm. During the forum, National Assembly member Biljana Đorđević noted that the ZLF had submitted a ban proposal in March but regretted that the government had not responded to the proposal or discussed the matter.

Đorđević suggested that Minister of Internal and External Trade Tomislav Momirović has been avoiding the discussion. Momirović, for context, has previously suggested reducing the visibility of gambling ads by prohibiting ads on billboards on busier roads and streets.

Echoing arguments and concerns raised in other regulated markets, Đorđević said that having celebrities promote gambling exposed children to potential danger. Since younger audiences are more easily affected by marketing, this could cause them to associate betting as a normal part of sports.

ZLF MP Marina Mijatović repeated these claims, saying that the government has so far done a bad job at protecting minors from negative exposure to gambling. While Mijatović acknowledged that Serbia cannot prohibit gambling, she noted that the ads do not need to be so eye-catching and appealing.

Amusnet is set to be a prominent participant in the 15th edition of the Balkan Entertainment & Gaming Expo (BEGExpo), taking place in Sofia on November 27-28, showcasing its top-tier products across Online Casino, Live Casino and Land-based verticals.

Parallel to the expo, the esteemed casino provider will also participate in the prestigious BEGE Awards 2024, where Amusnet’s CEO, Ivo Georgiev, will be an Honorary Jury member. In this year’s edition, the company has been shortlisted in the following categories: Online Game of the Year and Slot Machine of the Year. Organised by the Association of the Gaming Industry in Bulgaria, the awards celebrate the remarkable impact of companies, organisations, and individuals in driving the positive growth of the gaming industry.

“For Amusnet, as an established leading international player, this expo offers a platform to celebrate excellence and connect with industry stakeholders to drive growth in the Balkans. It also strengthens the regional gaming community, which has a very strong legacy and worldwide recognition. We look forward to making a notable impact with our premium slot cabinets, reflecting our mission to provide full-spectrum gaming entertainment for diverse audiences. Additionally, the slot developed in partnership with Hristo Stoichkov further underscores our dedication to delivering exceptional gaming experiences both locally and globally,” said Ivo Georgiev, CEO at Amusnet.

At BEGExpo, the company will officially present the Type S premium slot cabinets in Bulgaria, its first-ever product series for land-based casinos. It results from an impressive investment and two years of relentless dedication to R&D, technical design, construction, software and game portfolio precision. Powered by AMUSeBox, its slot machine multigame offers an exciting mix of signature and new casino titles, an intuitive interface and easy-to-use filters, which allow players to quickly explore a world of engaging Amusnet casino content, including the newest Stoichkov #8, Extra Crown Classic, Virtual Roulettes and more.