Mixed martial arts (MMA) promotion Ultimate Fighting Championship (UFC) has altered and expanded its commercial relationship with Cyprus-based international gambling firm Parimatch.
Under the deal, Parimatch becomes the promotion’s official sports book and betting partner across Asia.
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The previous tie-up between the two parties, a long-term deal unveiled in mid-2018 (and then extended in July 2020), involved Parimatch acting as the UFC betting and wagering partner across Europe (except the UK and Ireland), the Middle East, and Africa. GlobalData Sport estimated that deal as being worth $1 million annually.
The new partnership got underway at the UFC Fight Night on March 22 in London, where Parimatch strategically activated across the evening.
Moving forwards, Parimatch will feature across a selection of events, UFC has said, with its branding to feature inside the Octagon. In addition, there will be collaboration between the two parties to engage fans through content that will be distributed through the Asian UFC digital and social media channels. These channels, UFC has claimed, reach over 17.5 million users.
The move comes days after UFC unveiled NetBet as its official sportsbook and betting partner in Europe. That deal covers the UK, Ireland, Greece, Italy, and Romania.
The betting partnerships also come at the same time as two UFC fighters – Jeff Molina and Darrick Minner – have been suspended by the Nevada Athletic Commission, as part of an investigation into an alleged illegal gambling scheme involving UFC personnel.
Kevin Chang, a senior UFC vice president and its head of Asia, has said: “Their [Parimatch’s] support is instrumental in our efforts to give local athletes the opportunity to compete in the Road to UFC tournament and ultimately help them realize their dreams of making it to UFC. Together, we are driving the growth of our sport and delivering world-class experiences to fans across the region.”
Sergei Portnov, owner of Parimatch, added: “We start off a new era in the Parimatch partnership with UFC, built on the same strong values we share in serving UFC fans worldwide and delivering unforgettable moments. We’re excited to be back, ready to create even greater experiences for fans with the opportunities that lie ahead of us.”
Elsewhere in sport, Parimatch is a sponsor of the Argentine Football Association (AFA) soccer body, through a deal unveiled last July.
It is also a sponsor of English top-tier clubs Nottingham Forest and Leicester.
