The mixed martial arts (MMA) company will use GameChangerz, media platforms operated by HeadsUp, to promote future events, including Centurion’s next show in Valletta on Saturday 2 July.

The “GameChangerz crew” will provide live coverage of the event and meet with software development partners on the creation of a new interactive sports betting lottery game.

In addition, both companies will collaborate on monetisation opportunities for this event, as well as all upcoming events, under a “super affiliate and exclusive sportsbook partnership.” This will see HeadsUp assets and Centurion events used as a “funnel” for customer acquisition.

Doug Wilson, HeadsUp President and CEO, said: “The sports lottery software platforms we are building are a game changer and the power of the Centurion brand partnered with our media and technology will allow for fans to have an elevated and enhanced sports experience and allow our companies to monetise our products in a next generation capacity.”

Centurion Fight Club was founded by Roberto Gallo and has worked to develop the MMA scene in Southern Europe.

In this regard, Gallo, who is also Centurion’s CEO, was enthusiastic about partnering with HeadsUp, commenting: “We are very excited about working with HeadsUp and their technology team, innovating the ways to bet and engage in real time at our events. 

“The Centurion brand is built on setting the bar higher for all who we engage with and HeadsUp is a leader in the industry of sports betting and media innovation.”