Meridianbet names Petković ambassador ahead of World Cup
Table of contents
- Meridian Holdings has signed Dejan “Pet” Petković as global brand ambassador for Meridianbet, its flagship sports betting subsidiary.
- The partnership includes the launch of Pet TV, a multimedia content platform with Meridianbet as founding strategic partner.
- The deal arrives weeks ahead of the 2026 FIFA World Cup, backed by Meridian Holdings’ strongest quarter on record.
Meridian Holdings (NASDAQ: MRDN) has named Dejan Petković, widely regarded as one of the most beloved foreign players in Brazilian football history, as global brand ambassador for Meridianbet, the company’s flagship B2C sports betting brand.
The announcement, made on 26 May, positions the Serbian-born football icon as the face of Meridianbet’s push deeper into Brazil ahead of the 2026 FIFA World Cup.
The Pet TV launch
Central to the deal is the launch of Pet TV, a multimedia content platform focused on sport, culture and entertainment. Meridianbet will serve as its founding strategic partner, extending the operator’s brand presence beyond traditional sports betting into lifestyle and entertainment content.
Petković arrived in Brazil in 1997 from Real Madrid, a move that would define his career and life. Known across the country by his nickname “Pet,” he spent his prime playing years there, scoring 167 goals across seven clubs including Flamengo, Vasco da Gama, Fluminense, Vitória, Santos and Atlético Mineiro.
He won three Bola de Prata awards as arguably the nation’s best midfielder and led Flamengo to the 2009 Brazilian Championship. His 89th-minute free kick for Flamengo in 2001 remains one of the most celebrated moments in Brazilian club football.
He was inducted into the Maracanã Walk of Fame, one of only three foreigners ever to receive that honour, alongside Eusébio and Franz Beckenbauer, and was named an Honorary Citizen of Rio de Janeiro.
William Scott, Interim Chief Executive Officer of Meridian, said:
“Dejan Petković was born in Serbia, built his legend in Brazil, and never had to choose between the two – both claimed him as their own. Meridianbet shares those same origins, has led the Balkan iGaming market for 25 years, and is now beginning to write its next chapter in Brazil.
“This partnership is designed to elevate Meridian’s brand visibility with one of the most engaged sports audiences globally and to extend our reach beyond traditional sports betting channels. By integrating content, culture, and entertainment through Pet TV, we are creating new avenues to connect with our users and support long-term growth across our ecosystem.”
Dejan Petković, Meridianbet global brand ambassador, said:
“Meridianbet and I come from the same place — and I mean that in every sense. Same country, same generation, same drive to prove something beyond our borders. I understand how powerful that connection with fans can be.
“Through this partnership and Pet TV, we have the opportunity to engage audiences in a more authentic way — bringing together sport, culture, and entertainment and strengthening Meridian’s presence in one of the most passionate football markets in the world. I am proud to help tell and be the face of that story.”
Record quarter backdrop
The announcement follows Meridian Holdings’ strongest quarter on record. In Q1 2026, the company reported revenue of $50.1 million, up 17% year-on-year, and returned to GAAP profitability with net income of $2.2 million. Adjusted EBITDA reached $6.3 million, up 26% year-on-year and ahead of guidance.
Meridianbet, the group’s primary operating subsidiary, remained the main revenue driver, generating $34.9 million in Q1, up 26% year-on-year and accounting for nearly 70% of total group revenue. New customer registrations hit 428,400 for the quarter, up 41% year-on-year, with depositors up 27% to 283,000 and active users up 21% to 333,700.
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