Meridian Holdings, a global operator and technology provider in over 20 online sports betting and gaming markets worldwide, named Dejan Petković, a former football player and the most beloved foreign player in Brazilian football history, the Company’s Global Brand Ambassador.
As part of the partnership, Petković will launch Pet TV – a multimedia content platform focused on sport, culture, and entertainment – with Meridian Holdings’ largest subsidiary and flagship brand, Meridianbet, serving as its founding strategic partner, just a few weeks ahead of the World Cup 2026.
The platform represents a new chapter in Petković’s engagement with Brazilian and global audiences and extends the Company’s brand presence beyond traditional sports betting into lifestyle and entertainment content.
“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,” said William Scott, Interim Chief Executive Officer of Meridian.
“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.”
Petković arrived in Brazil in 1997 from Real Madrid, in a move that would define his life and career. Widely known in Brazil by his iconic 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 history. He was inducted into the Maracanã Walk of Fame – one of only three foreigners ever to receive that honor, alongside Eusébio and Franz Beckenbauer – and was named an Honorary Citizen of Rio de Janeiro.
“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 while 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,” said Petković.
The announcement follows Meridian Holdings’ strongest quarter on record: in Q1 2026, the Company reported revenue of $50.1 million, up 17% year-over-year, and returned to GAAP profitability with net income of $2.2 million. Adjusted EBITDA reached $6.3 million, up 26% year-over-year and ahead of guidance.
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