UFC signs first CIS partner ahead of Russian debut

Mixed martial arts promotion the Ultimate Fighting Championship has agreed a sponsorship deal with betting company Parimatch, which becomes its first marketing partner in the Commonwealth of Independent States (CIS) region.

Parimatch has agreed a multi-year deal to become the official betting and wagering partner of UFC across the Europe, Middle East and Africa region, with the exception of the UK and Ireland.

Parimatch will also become the presenting partner of UFC’s first event in Russia on September 15. UFC Fight Night Moscow will be held at the capital’s Olimpiysky Stadium.

As part of the agreement, athletes competing in UFC events held in the EMEA, Russia and CIS region – excluding UK and Ireland – will feature Parimatch branding on their UFC Fight Collection.

Parimatch will also benefit from brand exposure inside UFC’s Octagon, on UFC.com and live event programming, as well as promotion across social and digital platforms.

“Partnering with UFC is massive for our holding and for the continued growth of mixed martial arts as a whole,” 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.”