Meridian Holdings has appointed former footballer Dejan Petković as its global brand ambassador as the company expands its media and marketing activity ahead of the 2026 FIFA World Cup.
As part of the agreement, Petković will launch Pet TV, a multimedia platform focused on sport, entertainment and culture. Meridian Holdings said its flagship brand, Meridianbet, will act as the founding strategic partner for the platform.
The partnership extends Meridian Holdings’ marketing activity beyond its core online sports betting and iGaming operations, with the company currently active across more than 20 betting and gaming markets.
Petković played for several Brazilian football clubs following his move from Real Madrid in 1997, including Flamengo, Vasco da Gama, Fluminense, Vitória, Santos and Atlético Mineiro. During his career in Brazil, he scored 167 goals and won three Bola de Prata awards. He was also part of Flamengo’s 2009 Brazilian Championship-winning side.
Meridian Holdings announced the partnership following the release of its Q1 2026 financial results. The company reported revenue of $50.1 million for the quarter, up 17% year-on-year, while net income reached $2.2 million. Adjusted EBITDA increased 26% year-on-year to $6.3 million.
“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.”
“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.”
