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UFC secures sponsorship ahead of Russia debut

The Ultimate Fighting Championship (UFC) expands operations across Europe with a new sponsorship deal.

Betting company Parimatch agrees to terms with the UFC and will become its first marketing partner in the Commonwealth of Independent States (CIS) region.

The multi-year deal will see Parimatch become the official betting and wagering partner of UFC across Europe, Middle East and Africa region, with the exception of the UK and Ireland.

Parimatch General Manager, Sergei Portnov, is excited about the new venture together.

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

UFC Fight Night Moscow will be held at the Russain capital’s Olimpiysky Stadium.

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.