# Meridian Holdings targets Brazil with Petković brand deal

- Link: https://www.directorstalkinterviews.com/meridian-holdings-targets-brazil-with-petkovic-brand-deal/4121252979
- Published: 2026-06-04T15:00:00+01:00
- Author: Amilia Stone

Meridian Holdings has named Dejan “Pet” Petković as Global Brand Ambassador, giving
the company a direct route to a football audience with strong relevance in Brazil.

The appointment is aimed at supporting Meridian’s market positioning as it seeks
to build recognition around its Meridianbet brand. Petković is a Serbian-born former
footballer and television analyst who became a well-known figure in Brazilian football
after playing for several major clubs in the country. That makes him a targeted 
choice for Meridian rather than a broad celebrity endorsement.

The deal also includes the launch of Pet TV, a new multimedia platform focused on
sport, culture and entertainment. Meridianbet, the company’s largest subsidiary 
and flagship brand, will be the founding strategic partner.

Brazil is the clear focus of the announcement. Petković’s profile is closely linked
to the country’s football culture, and Meridian is using that association to strengthen
local relevance. In a competitive gaming and sports betting market, brand trust 
and audience familiarity can be important factors in customer acquisition and retention.

Petković moved to Brazil from Real Madrid in 1997 and played for clubs including
Flamengo, Vasco da Gama, Fluminense, Vitória, Santos and Atlético Mineiro. His record
in Brazil included 167 goals, three Bola de Prata awards and involvement in Flamengo’s
2009 Brazilian Championship campaign. That history gives the partnership a clear
audience fit.

_**Meridian Holdings plc **(formally Golden Matrix Group, Inc.) (Nasdaq:MRDN) positions
itself as a leader in the iGaming technology space, offering casino, sportsbook,
and competition products and combining cutting-edge solutions with a strong portfolio
of partnerships to drive growth and innovation in the digital gaming market._

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