Parimatch begins ‘new era’ with UFC partnership in Asia

Parimatch has been named the official sportsbook and betting partner of the UFC in Asia.

The collaboration made its debut at the fight between Leon Edwards v Sean Brady on Saturday (22 March) live at the O2 Arena in London.

Parimatch Owner, Sergei Portnov, commented: “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.”

Last week was the sport’s 16th visit to London and 30th to the UK, making the country the fourth to have hosted UFC events for over 30 years.

During the event, the Cyprus-headquartered operator’s branding was displayed in the Octagon. Parimatch will now continue to activate its brand within a selection of UFC events, leveraging the sport’s wide-reaching promotional assets. 

The brand will also work with UFC to creatively engage fans through content that will be distributed via UFC’s digital and social channels in Asia that reportedly reach over 17.5 million people. 

“Parimatch has been a trusted partner and we are thrilled to extend this collaboration to Asia,” added Kevin Chang, Senior Vice President and Head of Asia for UFC. 

“Their 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.”

In another gambling sponsorship for the sport, last week NetBet became the official sportsbook and betting partner of the UFC across the UK, Ireland, Greece, Italy and Romania.

This marketing deal also saw the operator have a presence in the Octagon, on UFC’s international broadcast feed as well as across digital and social platforms.