By M. Marin
NASDAQ: MRDN
READ THE FULL MRDN RESEARCH REPORT
Famous brand ambassador with same origins as MRDN to help market & expand brand reach beyond traditional sports betting
Meridian Holdings Inc. (NASDAQ: MRDN) licenses and operates online sports betting and gaming platforms globally. Meridian continues to advance its B2B and B2C expansion strategy, and core Meridianbet operations continue to scale, remaining focused on growth, organically and using strategic M&A that prioritizes acquisitions in high-barrier markets with limited licensing to complement organic growth.
Last week, MRDN announced that Serbian-born former football (soccer) player Dejan Petković has signed an agreement to become the company’s Global Brand Ambassador. Dejan Petković, known as Pet, is currently a television personality and analyst. He is regarded as one of the best-known and popular foreign players in Brazilian football history. He will launch Pet TV, a planned multimedia content platform focused on sport, culture, and entertainment, designed to extend the reach of the Meridian brand beyond traditional sports betting into lifestyle and entertainment content.
The company views Dejan Petković as a strong choice as representative, reflecting his popularity and that he was born in Serbia and gained fame in Brazil, similar to the company’s origins and entry into the Brazilian market. Petković came to Brazil in 1997 from Real Madrid and is broadly known in Brazil by his nickname “Pet.” Over the course of his football career in Brazil, he scored 167 goals across seven football clubs, including Flamengo, which he led to the 2009 Brazilian Championship, Vasco da Gama, Fluminense, Vitória, Santos, and Atlético Mineiro. He won three Bola de Prata awards. In 2001, he made an 89th-minute free kick for Flamengo, and he is one of only three foreigners to ever be inducted into the Maracanã Walk of Fame. He has also been named an Honorary Citizen of Rio de Janeiro. He has resided in Brazil since he retired in 2011 and serves as an Honorary Consul of the Republic of Serbia in Brazil.
Pet TV multimedia campaign to extend brand reach into lifestyle & entertainment content
His appointment as Brand Ambassador is designed to boost 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.
We believe the appointment just ahead of the 2026 FIFA games, which we believe could also present benefits, is propitious. Brazil is one of the largest markets in which MRDN operates and is expected to represent billions of dollars in gross gaming revenue market. The Brazilian population is generally considered to be ardent soccer fans, and the upcoming FIFA World Cup games could also be a potential catalyst for growth in Brazil, as well as in other markets, depending on the outcome of matches, as MRDN believes wagering could be impacted by how well the Brazilian team fares. The 2026 World Cup will be the first to have 48 teams playing, up from 32. Moreover, tournament hosting by three countries - Canada, Mexico, and the U.S. and featuring a new format with 104 matches, might also boost reach and interest in sports betting across various markets, we believe.
… While Expanse Studios strengthens & extends distribution in Serbia
Separately, MRDN subsidiary Expanse Studios recently signed a strategic distribution agreement with MaxBet, one of Serbia’s leading omni-channel gaming operators and a subsidiary of Flutter Entertainment plc (NYSE: FLUT, nr). Expanse Studios is a leading B2B iGaming content provider that specializes in slots, crash games, turn-based strategies, and card games. Expanse has a growing portfolio of more than 70 proprietary titles and 1,500+ casino brands across Europe, LATAM, and North America.
The agreement expands Expanse’s reach across the Serbian market by integrating with MaxBet’s infrastructure. Expanse titles are already live and accessible with MaxBet. Serbian online gambling revenue is projected to reach $186 million by 2029, according to MRDN, with MaxBet controlling an estimated 15%-20% online market share in Serbia.
Meridian 2Q26 revenue guidance represents 18%-23% y/y anticipated growth
Separately, MRDN is optimistic about its business outlook and issued 2Q26 revenue guidance of $51 million to $53 million. This would represent 18% to 23% year-over-year anticipated growth compared to 2Q25 revenue of $43.2 million, reflecting continued momentum in core Meridianbet operations in Brazil and elsewhere and incremental contribution from new Expanse markets, among other factors.
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