UFC just expanded its reach in Asia. Parimatch is now the official sportsbook and betting partner for the region. This new UFC Asia partnership started with the UFC Fight Night: Edwards vs Brady on March 22.

• The agreement marks a renewed phase in the UFC and Parimatch relationship, which previously included partnerships in various global regions. Starting March 22, Parimatch will activate its brand during select UFC events, beginning with UFC Fight Night in London. The brand will be featured inside the iconic Octagon®.

• Parimatch and UFC will also co-create digital content to engage the Asian audience, distributed across UFC’s social channels. These platforms reach more than 17.5 million users in Asia. Content campaigns aim to boost fan engagement and brand visibility for both partners.

• Kevin Chang from UFC stated the collaboration will support athletes in the Road to UFC tournament. “Their support is instrumental in our efforts to give local athletes the opportunity to compete,” said Chang. The partnership is also aimed at growing the sport regionally.

• Parimatch owner Sergei Portnov called this “a new era” for the brand’s relationship with UFC. The company plans to use this partnership to enhance the fan experience across Asia. Portnov highlighted shared values and global fan service as the foundation for the deal.

• UFC continues to be a dominant global sports property, with over 700 million fans and a broadcast reach in 170+ countries. It hosts 40+ events yearly and maintains a digital ecosystem that includes UFC Fight Pass®. The organization is part of TKO Group Holdings.

• Parimatch continues to expand its global visibility through major sponsorships, including Leicester City FC and Nottingham Forest FC. It’s also tied to cricket franchises and the Argentine Football Association. The brand promotes responsible betting and user safety.

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