The UFC has entered a new marketing partnership with NetBet, making the online gambling operator its official sportsbook and betting partner in the UK, Ireland, Greece, Italy, and Romania.
The shiny new collaboration kicks off on March 22 with UFC Fight Night: Edwards vs. Brady at London’s O2 Arena, one of the promotion’s biggest European events of the year.
NetBet’s branding will feature inside the Octagon, across UFC’s international broadcast feed, and on digital and social media platforms.
The deal comes as UFC continues to expand its reach in European markets, where the sport has seen a surge in popularity.
Nicholas Smith, TKO’s Senior Vice President and Head of International Business, highlighted NetBet’s established ties to the UFC fanbase as a key factor in the partnership.
