Operator Parimatch announced a new agreement, under which the organization will become the official sports betting and gaming partner of UFC in Asia.
This latest partnership was first launched at the UFC Fight Night at the O2 Arena in London between Leon Edwards and Sean Brady. As part of this event, Parimatch initiated its brand sponsorship of UFC events, and now, according to this newly reached agreement, Parimatch will continue to sponsor a series of UFC events across the Asian continent.
In fact, the Parimatch brand will now be incorporated within the octagon at UFC events, and Parimatch will also design other content collaborations to attract UFC audiences.
Kevin Chang, UFC Senior Vice President and Head of Asia, commented on this newly established partnership, saying: "Parimatch has always been a trusted partner, and we are pleased to extend this cooperation to Asia. Their support is crucial for us to provide opportunities for local athletes to participate in the Road to UFC tournament and ultimately help them achieve their dream of entering the UFC. We are jointly promoting the development of this sport and providing a world-class experience for fans across the region."
Parimatch boss Sergei Portnov also commented, stating: "Today, we begin a new era of cooperation between Parimatch and UFC, where both parties uphold the same values, serving global UFC fans and bringing them unforgettable experiences. We are excited to be back and ready to utilize the opportunities ahead to create even better experiences for fans."
It is worth noting: This announcement follows other UFC-related gambling sponsorship deals reached this month with Spribe and NetBet.
For Parimatch, this new partnership is another piece of news following the announcement in September that it will sponsor the Nottingham Forest Football Club for the entire 2024/25 Premier League season, becoming the club's official betting partner in the UK.
Previously, it was reported that Kateryna Biloruska had sold her controlling stake in the Parimatch Group to co-owner and former CEO Sergey Portnov.
