Gambling firm to sponsor mixed martial arts event

International betting company Parimatch has announced a multi-year sponsorship deal with mixed martial arts organisation UFC through which Parimatch will become the official betting partner across the EMEA (Europe, Middle East and Africa) region, excluding the United Kingdom and Ireland.

The agreement marks the first deal UFC has made with a marketing partner from the Commonwealth of Independent States (CIS) region. Parimatch will also serve as the “Presenting Partner” of UFC’s first-ever event in Russia, UFC Fight Night Moscow later this year.

UFC Vice President, international marketing partnerships Rene Valencia said that the partnership represents an unprecedented step for Parimatch into the promotion of mixed martial arts globally, while also signifying the growth and popularity of UFC in this territory.

Parimatch general manager Sergei Portnov said: “Our cooperation will mean that the Parimatch brand can infuse with the DNA of mixed martial arts in several countries and regions at once. On September 15, UFC will hold its first event in Russia and it will be a great showcase for our new collaboration.”

Among the sponsorship benefits included with the partnership, athletes competing during UFC events will feature Parimatch branding on their UFC Fight Collection. In addition to serving as a presenting sponsor during select live events in the territory, Parimatch branding will have a presence inside UFC’s Octagon, on UFC.com and live-event programming, as well as being integrated across multiple UFC-based social and digital platforms.

Parimatch is currently developing its sports betting business throughout the EMEA region, as its sponsorship portfolio also includes contracts with several top European football clubs.

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