UFC and The Stars Group-owned PokerStars have agreed a new marketing sponsorship.
As part of the agreement, PokerStars will become the combat sport’s first-ever "official poker partner."
The Stars Group-owned brand will have a presence inside the UFC Octagon for UFC 232 on Saturday 29 December.
The partnership is billed as giving PokerStars the potential to reach 1.1bn television households across over 160 countries and in 40 different languages.
Christopher Coyne, CMO Officer of Stars Interactive, a division of The Stars Group, said: “UFC and PokerStars have a lot in common. We want to thrill and entertain, both in our products and customer experience.
"UFC is the world’s leading MMA promoter with millions of fans and followers around the globe, while PokerStars is the heavyweight of online poker. It’s a classic combination.”
Paul Asencio, UFC Senior Vice President, Global Partnerships, said: “We’re excited PokerStars has joined our roster of global partners and has helped us create a new sponsorship category for our final event of 2018.”