Online betting operator Parimatch has extended its partnership with the UFC until the end of 2021.
It means that the firm will remain as the premier MMA organisation’s “Official Betting and Wagering Partner of UFC” for the Europe and CIS region.
It comes ahead of this weekend’s bumper card of fights, which features three title bouts including the much-anticipated welterweight battle between Jorge Masvidal and Kamaru Usman. The card opens a bustling period for the promotion, with a busy schedule of fights taking place on ‘Fight Island’.
The agreement will help boost Parimatch‘s stranglehold in the betting industry for MMA, one of the fastest-growing international sports in terms of popularity.
Last year, Parimatch was present in the Octagon and benefited from brand exposure at 15 events. The operator will remain present at the most anticipated fight nights for at least the next 18 months.
Parimatch‘s brand association with the UFC is also supported by Irish icon Conor McGregor, who has been an ambassador for the brand since March 2019.
Sergey Portnov, CEO of Parimatch, commented: “We took a bet when we began our relationship with the UFC in 2018 on the daring spirit of the organization and its fighters to help elevate both our brands to new heights. We see that spirit in Parimatch and the values of our customers. We are excited to continue this bold journey together.”
The UFC has been praised for the way it has navigated through the pandemic hosting events at its Apex in Las Vegas, as well as events with international fighters this next month in Abu Dhabi.