Eastern Europe-facing retail and online betting operator Parimatch has unveiled American former professional boxer Mike Tyson as its new brand ambassador.

Tyson has signed a 12-month personal endorsement deal with Parimatch across the CIS region and Cyprus, which will see the former heavyweight champion feature in Parimatch’s advertising campaign, marketing materials and consumer brand activations.

“Iron Mike Tyson has always dared to show his mettle and so does Parimatch. He is a global sporting legend who perfectly embodies our fighting spirit,” said Parimatch CEO Sergey Portnov. “His status as the undisputed champion of the world not only in boxing, but the whole sporting arena, shows our customers that with ambition, strength and fearlessness, nothing can stop them from achieving their goals and becoming winners.

“We are impressed by his inner strength, and in addition to the stunning victories, today he won us over with his new approach to life. Mike Tyson is a legend in boxing, and Parimatch is legendary in sports betting, which is why he is the perfect addition to Parimatch’s winning team of brand ambassadors.”

Tyson becomes the operator’s second global brand ambassador of the Parimatch team, alongside Irish professional mixed martial artist and boxer Conor McGregor.

Tyson commented: “I have always followed my path to victory without any compromises. Nothing could ever stop me. Obsession to be the best, determination and courage, passion for what you do – it's all about me and Parimatch. The team at Parimatch is extremely passionate and that's what attracted me in negotiations with them. I am ready to join the winning team of Parimatch, because they are fired up to win.”