Parimatch has enhanced its commitment to safer gambling – announcing Oleksandr Usyk as the group’s first responsible gambling project ambassador.

The partnership comes ahead of the Ukrainian’s collision with Anthony Joshua this weekend as he bids to become heavyweight king.

Maksym Liashko, co-CEO at Parimatch Tech, said: “As market leaders in the CIS and a responsible business, we are championing the move towards responsible gambling. Our team will advance responsible gambling project in development, analytics, and communication with clients. 

“We are confident that the partnership with Oleksandr will take our initiatives to a new level and help Parimatch spread knowledge about responsible gambling among players worldwide.”

Following the link-up with the undefeated fighter, Parimatch has also detailed plans to conduct educational events for clients and raise awareness about gambling in the community.

Usyk added: “Willpower, intrinsic motivation and self-control are the key elements for victory. The same goes for gambling: it is important to stay mindful while gambling, to understand that this is just a way to have fun and get positive emotions, and you can always pause if necessary. 

“This is what I mean by responsible gambling. Therefore, I join the initiative of Parimatch, which will raise the awareness of players about the principles of fair, responsible and transparent gambling.”