UFC continues to expand betting partners across the globe with Parimatch as new betting partner in Asia

The UFC and betting partner Parimatch have announced an expansion to their existing deal, which will see the bookmaker become the UFC’s official betting firm for the Asian market. 

The new deal officially started on 22 March, just in time for the headline fight between Leon Edwards and Sean Brady at UFC London.

Check out the best UK bookmakers to claim free bets worth up to £850!

The partnership will see Parimatch branding inside the octagon, as well as additional collaborations between the two companies. 

Parimatch and UFC first collaborated in 2018, when the pair announced a multi-year deal that would see the gambling company become the official betting partner of the UFC across the EMEA market, excluding the UK and Ireland. 

The deal saw Parimatch installed as a presenting partner. In 2020, the bond was extended until the end of 2021 and has been further expanded by the announcement that Parimatch, which is headquartered in Cyprus, had become the official bookmaker and betting partner of the UFC in Asia.

On announcing the partnership, head of Asia for UFC, Kevin Chang, said: “Parimatch has been a trusted partner and we are thrilled to extend this collaboration in Asia.” 

Chang went on to say: “Their support is instrumental in our efforts to give local athletes the opportunity to compete in the Road to UFC tournament and ultimately help them realise their dreams of making it to UFC.”

Parimatch owner, Sergei Parov, who was recently rumoured to have bought a controlling stake in the company from co-owner Kateryna Biloruska, said: “Today we start off a new era in the Parimatch partnership with UFC, built on the same strong values we share in serving UFC fans worldwide and delivering unforgettable moments.”

The UFC has been busy furthering its links to betting companies in the past month. In January, Spribe was announced as a sponsor of the mixed martial arts promotion. The iGaming group is responsible for the crash gambling game, Aviator, which continues to increase in popularity around the world. 

Also, earlier this month, UFC announced NetBet as its official bookmaker and betting partner in several markets: namely, the UK, Ireland, Greece, Italy and Romania. 

Parimatch was founded in Ukraine in 1994, and entered the Russian market in 1998. It launched its online bookmaker site in 2000 and has continued to expand in markets throughout Europe. 

It is now licensed in: Cyprus, Kazakhstan, Tajikistan and Tanzania. 

Since 2020, Parimatch has operated in the UK with a website licensed to and run by BV Gaming Limited and has announced several sponsorship deals aimed at helping to expand its reach.

Currently Parimatch partners with football clubs Leicester City and Nottingham Forest. 

The UFC was founded in 1993 by Art Davie and Rorion Gracie. In 2001, Dana White took over as president and he has operated as CEO since 2023. 

Although the brand struggled initially, it has gone on to become a multi-billion dollar global phenomenon in recent years, responsible for household names including Conor McGregor, Khabib Nurmagomedov and Georges St-Pierre.