Mixed martial arts organisation the Ultimate Fighting Championship (UFC) has announced a multi-year partnership with Parimatch.
The firm will serve as the official betting and wagering partner of the UFC across the EMEA (Europe, Middle East and Africa) region, excluding the UK and Ireland.
Parimatch will also serve as the UFC’s first-ever marketing partner from the Commonwealth of Independent States (CIS) region, and as the presenting partner of the UFC’s first event in Russia, UFC Fight Night Moscow, due to take place on 15th September in the Russian capital.
Athletes competing during the UFC events held in those areas will feature Parimatch branding on their UFC Fight Collection.
The company will also have a presence inside the UFC’s Octagon on UFC.com and live-event programming, as well as being integrated across the organisation’s social and digital platforms.
Commenting on the deal between Parimatch and the UFC, Sergei Portnov, general manager at the betting company, said: “Partnering with UFC is massive for our holding and for the continued growth of mixed martial arts as a whole. Our cooperation will mean that the Parimatch brand can infuse with the DNA of mixed martial arts in several countries and regions at once.”
The news comes after the UFC recorded its most profitable year, banking over US$700 million in revenue for 2017. The landmark profits have been attributed largely to the widely-viewed, cross-promotional bout between Irish MMA star Conor McGregor and boxing great Floyd Mayweather Jr.