Parimatch signs international UFC deal

Parimatch, a top gaming operator in Russia and the CIS region having a user base of 1.7 million, has become the official UFC Betting Partner for the entire EMEA region, except for the UK and Ireland.

The first ever UFC event in Russia will take place at Moscow’s Olympic Stadium in September, which will have Parimatch as an “introducing partner.”

As per the company’s stats, 5% of its customers currently bet on UFC. The company planning to increase that to 10% within the year. This deal is expected to boost the customer base significantly.

CEO Sergey Portnov (pictured with UFC president Dana White) identified growth in mixed martial arts as the “No.1 priority for the company.”

He told iGamingBusiness.com: “UFC is the fastest growing kind of sports in the world after, I guess, cyber-sports. Everybody understands it’s a trend.”

“Parimatch is a trend company, and is aiming to become a leading company. When such an organisation like UFC enters the CIS market, we would like to be associated with the brand. We were the first to understand that UFC will need a partner and have built our partnership relations.”

Cyprus-headquartered Parimatch is already a sponsor of Ukraine’s national football team and partner of Ukrainian Premier League champion Shakhtar Donetsk, Russian Premier League side FC Rostov and Cypriot title-holder APOEL. It also holds partnerships with major hockey and basketball leagues in Ukraine. iGamingBusiness.com understands that esports team Virtus.pro will also soon be added to its portfolio.

As part of its partnership with UFC, Parimatch explained that its logo will be incorporated into athletes’ apparel and be displayed in the octagon and on the UFC.com website. Parimatch believes it can play a major role in building UFC’s presence in its own home region.

“This partnership is strategic and long-term. We aim to fix the MMA category for ourselves,” Portnov added.

“Passion drives our company, and we are ready to build a close and robust relationship with UFC and help them to develop this market. We are prepared to accustom the audience to such a great sport as MMA.”

Source: igamingbusiness.com