International betting operator, Parimatch has launched its latest marketing campaign with one of the world’s most recognised combat sports athletes, Conor McGregor

The former two weight UFC champion and Parimatch brand ambassador, is at the heart of a campaign named “A new epic story”, which was created by Canadian director Angelo Merten and French cameraman Charlie Bravo. 

Parimatch CEO Sergey Portnov commented: “It is impossible to put Conor’s personality into words, and also impossible to remain indifferent to him. In his advertising campaign for Parimatch he was true to himself – unpredictable and brutal, but always reliable and charged to win.”

The promotion comes as Parimatch benefited from the elevated exposure of the UFC’s event in Moscow, in which the firm’s branding featured prominently at an event that drew global engagement for the world’s premier Mixed Martial Arts organisation. 

The flamnoyant campaign features 15 action shots of Conor in a wide variety of situations, it  can be seen on billboards across the CIS region. 

McGregor has a two-year personal endorsement deal with Parimatch across the CIS region. As part of the agreement, the sporting icon collaborates on promotional content and consumer activations. McGregor joins global boxing icon Mike Tyson, UFC stars Alexey Oleynik, Petr Yan and the Shevchenko sisters in Parimatch’s stable of brand ambassadors.

The new campaign comes hot on the heels of McGregor’s first trip to Ukraine in October, where Parimatch hosted a press conference to host the MMA icon. 

Speaking that Parimatch press conference, McGregor revealed his likely return to the Octagon will take place during the UFC’s January Las Vegas show, with both Justin Gaethje and Donald Cerrone as touted opponents for the Irish fighter. 

The unique video campaign follows a trend of brands partnering with sporting mavericks and featuring them in marketing campaigns that emphasise the flair of the ambassador. In 2018 football icon, Zlatan Ibrahimovic collaborated with BetHard on a promotional video that was equally as flamboyant as the footballer himself.