Parimatch, the global entertainment and betting company, official partner of Manchester United, UFC, and Leeds United, enters 2026 with renewed ambition, a faster pace, and an updated set of values that define a bold new direction for the brand on the global stage.

In response to the rapidly changing dynamics of the industry, businesses must be able to quickly adapt their strategic goals and the values that drive them 24/7 while sustaining a high-performance tempo. That’s why Parimatch has introduced an updated value system:  Speed, Courage, Power, designed to meet real-world challenges and fuel long-term growth.

“We updated our values to ensure that our people strategy directly supports business performance. “Speed” helps our teams deliver faster, “Courage” drives accountability and ownership, and “Power” turns talent and decisions into measurable results. These values guide how we hire, develop, and lead people across the organization,” said Alina Lambe, Chief People Officer of Parimatch. 

This transformation is already in motion both inside and across the company. Staying true to its values, the Parimatch team has begun preparations for the upcoming active season and its presence at ICE Barcelona (stand 1C51) and iGB Affiliate Barcelona (stand 81-K80), taking place on January 19-21.

Over three days, the brand will deliver a dynamic experience for guests while bringing together multiple teams under one platform. The brand’s booth at iGB Affiliate will feature an art gallery vibe, with a custom Parimatch World Cup art trophy as a centrepiece.

The booth will feature discussions around preparations for the World Cup, covering effective ways to work with Parimatch during the tournament and updates on offers and exclusive partner conditions.

Feel the energy of Speed, Courage, and Power in action by meeting the brand in person at one of the industry’s leading conferences, as Parimatch continues to lead, adapt, and win in a rapidly evolving global market. 

About Parimatch

Bringing people back from boredom since 1994, Parimatch is an online entertainment company with 30+ years in the game. We create digital experiences where sports, culture, and technology meet — bold, immersive, and built to engage. With 4,000+ professionals and operations in 15+ countries, Parimatch is a global ecosystem driven by performance, smart engineering, and style. Parimatch is a proud partner of UFC in Asia, Manchester United’s official betting partner in Asia and MENA regions, as well as the sleeve sponsor of Leeds United.