UFC middleweight champion Dricus du Plessis has partnered with sportsbook Betway as its newest ambassador.
The partnership has a focus on Betway’s African operations. Hailing from South Africa, Du Plessis aims to use this role to inspire and create opportunities for aspiring MMA athletes and other sports talents in his home country.
Betway shares this vision, stating in its announcement: “We’re looking forward to seeing how the 31-year-old continues to inspire a nation through his performances in the UFC octagon and hopes to see more people take up the sport after firmly putting African MMA in the spotlight in 2024.”
Dricus du Plessis remains undefeated in the UFC with a 10-fight winning streak and a career record of 22-2-0. He has cemented his place as a national icon in South Africa, becoming the country’s first UFC world champion after a split-decision victory over American Sean Strickland last year.
Du Plessis said: “Betway having chosen to invest in me and my sport is a tremendous honour. Knowing that this collaboration creates opportunities for aspiring MMA athletes and South African sports talents, provides me with a great sense of pride and motivation to maintain our country’s championship status – you can bet on that!”
Details about how the MMA fighter will serve as an ambassador for Betway have not yet been detailed by the gambling company. However, the deal comes at an opportune time to promote the brand as he prepares to defend his title at UFC 312 in Sydney, Australia on 8 February 2025.
Mark Rowles, Head of Marketing at Betway Africa, commented: “At Betway, we pride ourselves on aligning our globally recognised brand with exceptional sporting properties such as the Betway SA20, Betway Premiership, and the Springboks, as well as working with inspirational sports stars and we are immensely proud to have Dricus join us.
“He’s a great ambassador for South Africa and African MMA. He has established himself as one of the top MMA athletes in the world, his International Fighter of the Year award is testament to the incredible year he has had in the UFC and we wish him well for his title defence at UFC 312. We’re all behind the champ.”
Betway boasts a strong presence in South Africa’s sports sponsorship landscape. As mentioned by Rowles, the company serves as the title sponsor of the nation’s Premier Soccer League and a partner of its national rugby team, the Springboks.
Across the African continent, Betway has also reinforced its commitment to sports development. In 2023, the betting brand extended its partnership with the Ghana Football Association, becoming the official development partner of the Women’s Premier League in Ghana.