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Meridian Holdings Inc. has revealed that football icon Dejan ‘Pet’ Petković will become its Global Brand Ambassador. The partnership includes the launch of Pet TV, a new multimedia platform focused on sports, culture, and entertainment, in collaboration with Meridianbet, the company’s flagship brand.
Petković, a Serbian-born player who became a Brazilian legend, arrived in the country in 1997 and spent his prime years playing for top clubs like Flamengo, Vasco da Gama, and Santos. Known for his 167 goals and three Bola de Prata awards, his most iconic moment—a last-minute free kick for Flamengo in 2001—cemented his place in Brazilian football history. He was later inducted into the Maracanã Walk of Fame, one of only three foreigners to receive this honor.
William Scott, Interim Chief Executive Officer of Meridian Holdings, explained the significance of the partnership: “Dejan ‘Pet’ Petković was born in Serbia, built his legend in Brazil, and never had to choose between the two—both claimed him as their own. 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 elevates our brand visibility with one of the most engaged sports audiences globally and extends our reach beyond traditional sports betting channels.”
The launch of Pet TV will integrate sports analysis, cultural content, and entertainment, aligning with Meridianbet‘s expansion into lifestyle branding. Petković shared his enthusiasm for the collaboration: “Meridianbet and I come from the same place—and I mean that in every sense. Same country, same generation, same drive to prove something on a world stage. I spent 25 years earning the trust of Brazil—its clubs, its people, its passion. Meridianbet has shown it belongs here. I am proud to be the face of that story.”
This move follows Meridian Holdings‘ record-breaking first quarter of 2026, with revenue of $50.1 million (up 17% year-over-year) and a return to GAAP profitability, including net income of $2.2 million and adjusted EBITDA of $6.3 million (up 26% year-over-year). The partnership signals the company’s ambition to strengthen its presence in both iGaming and entertainment sectors.
