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UFC Signs Largest Ever Sponsorship Deal With

he Ultimate Fighting Championships (UFC) has announced its largest sponsorship deal ever with cryptocurrency marketplace,, worth USD$175 million (AUD$235.9 million).

The deal will last for 10 years with becoming the UFC’s first global fight kit partner with the branding featuring on all UFC athletes’ uniforms.

On the deal, UFC chief operating officer, Lawrence Epstein, said: “If we had talked a couple of years ago, crypto might not have been on the radar, but it’s sort of a sign of the times.”

“It’s new, but it’s moving quickly, and it’s very dynamic.

“In general, [the] consumer is younger, and based upon the data that we’ve seen, that consumer also has a fair amount of discretionary income.

“It’s an attractive group to try to get interested in your product,” he said.

Epstein also said will commit to working with individual UFC athletes with the product also being integrated into UFC broadcast and social media channels. currently has a sports portfolio featuring the Montreal Canadiens, Formula One, and Italy’s Serie A, as well as 10 million users globally interacting in the marketplace.