Key points:
- Parimatch has become the new sportsbook and betting partner of the UFC in Asia
- The partnership officially launched on the 22 March during the Edwards vs Brady fight night
Operator Parimatch has announced a new deal that sees the organisation become the Official Sportsbook and Betting Partner of the UFC in Asia.
This latest partnership was first initiated on 22 March 2025 during the UFC fight night between Leon Edwards and Sean Brady at the London O2. As part of the event, Parimatch activated its brand sponsorship of the UFC event and will now, as per this newly brokered deal, continue to sponsor a range of UFC events across the Asian continent.
Indeed, Parimatch branding is now set to be included inside the Octagon at UFC events, with additional content collaborations designed by Parimatch to engage the UFC audience set to take place.
Commenting on this newly arranged partnership, Kevin Chang, SVP and Head of Asia for UFC, said: “Parimatch has been a trusted partner and we are thrilled to extend this collaboration to Asia. 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.”
Also commenting was Parimatch Owner Sergei Portnov, who stated: “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.”
Good to know: This announcement closely follows additional gambling-related UFC sponsorship deals with Spribe and NetBet, also drawn up this month
For Parimatch, this new collaboration follows the news in September that the company would be sponsoring Nottingham Forest FC for the duration of the 2024/25 Premier League season – becoming the club’s official UK betting partner.
This announcement also came in the wake of reports that Kateryna Biloruska had sold her controlling share in Parimatch Group to fellow Co-Owner and former CEO Sergey Portnov.
