The Ultimate Fighting Championship (UFC) has strengthened its commercial portfolio by naming igaming brand Parimatch as its official sportsbook and betting partner in Asia.
As part of the agreement, Parimatch will secure marketing rights in Asia, with its branding featured across UFC events. Notably, the Parimatch logo will be displayed inside the Octagon.
This deal expands on an existing relationship, with Parimatch previously becoming the official sportsbook partner in several regions around the world.
Kevin Chang, SVP and Head of Asia for UFC, commented, “Parimatch has been a trusted partner and we are thrilled to extend this collaboration to Asia.”
Asia has become a key market for the UFC, and this partnership aims to further expand its presence by offering local athletes the chance to compete in the Road to UFC tournament. This event serves as a platform for emerging fighters to showcase their skills on a global stage.
Chang added: “Their [Parimatch] support is instrumental in our efforts to give local athletes the opportunity to compete in the Road to UFC tournament and ultimately help them realise 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.”
For Parimatch, this deal offers the opportunity to leverage UFC’s social media presence. The UFC has announced that Parimatch’s branding will be prominently featured on its social media channels in Asia, which reach more than 17.5 million users.
Additionally, there may be an opportunity for the UFC to offer its fighters to Parimatch, allowing the company to use their star power to attract more potential customers. This is similar to an initiative with another igaming partner, SPRIBE, which recently signed heavyweight champion Tom Aspinall as its latest brand ambassador.
Sergei Portnov, Parimatch owner, said: “Today 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.”
