Meridianbet has extended its title sponsorship of Crvena Zvezda (Red Star Belgrade) through to 2030, continuing one of European basketball’s most prominent and enduring commercial partnerships.

The deal sees the club maintain its official name of “Crvena Zvezda Meridianbet” across all competitions, including the EuroLeague, ABA League, and the Serbian domestic league, with the operator’s branding to remain visible on team jerseys and throughout the Arena Belgrade.

The extension builds on a partnership first established in January 2023, as the two organisations aligned to promote basketball’s cultural and social importance across the Balkans.

Founded in 1945, Crvena Zvezda remains one of Europe’s most decorated basketball institutions, boasting 24 national championships, 14 national cups, and seven ABA League titles. The team continues to compete among the elite in the EuroLeague, featuring European basketball’s 20 biggest teams, drawing a global audience of more than 90 million fans.

Zoran Milosevic, CEO of Meridianbet, said: “Extending our title sponsorship with Crvena Zvezda through 2030 reflects our commitment to long-term brand building in markets where basketball is more than a sport – it’s a way of life for fans, players and entire communities.”

Milosevic added that the sponsorship forms part of Meridianbet’s broader strategy to scale operations across its 18 regulated markets, focusing on “localised penetration” as sports sponsorships drive “deep cultural activations and high audience engagement.”

2025 marked Meridianbet’s first full year under the ownership of Golden Matrix Group Inc (GMGI), the NASDAQ-listed global B2C and B2B gaming technology firm.

Speaking to SBC News, GMGI Chairman William Scott outlined Meridianbet’s growth priorities for 2026, as the flagship B2C brand continues its earnings-effective  expansion in Brazil while fortifying its leadership position in Serbia, as  new reforms are adopted to the Gambling Law 

“The first year has been about stitching the DNA together,” said Scott. “Meridian had market presence; GMGI had the technology backbone. We’ve now reached the point where the two sides complement rather than compete.”

Scott described 2026 as the “synergy year.” “Year two is where we start to see the real pay-offs,” he explained. “The integrations are done, the systems are centralised, and every new dollar of revenue now carries more leverage than before.”

He concluded: “We are back to profitability and building momentum. Now the focus is on scale – but scale that pays, and puts us on the front foot.”