Parimatch has signed a new deal to become the official sports betting partner of UFC in Asia. The partnership kicked off on March 22, 2025, during the Leon Edwards vs. Sean Brady fight at the London O2.
During the event, Parimatch activated its brand sponsorship. With this new agreement, the company will continue to sponsor various UFC events across the Asian continent.
The Parimatch brand will be present in the Octagon at UFC events. The company also plans additional content collaborations to engage combat sports fans.
More details about the UFC and Parimatch partnership
Kevin Chang, UFC SVP and Head of Asia, commented: “Parimatch has been a trusted partner and we are excited to extend this collaboration to Asia.
Their support is critical in our efforts to give local athletes the opportunity to compete in the Road to UFC tournament and ultimately help them realize their dreams of making it to the UFC. Together, we are driving the growth of our sport and delivering world-class experiences to fans across the region.”
Sergei Portnov, owner of Parimatch, also spoke out on the matter. According to Portnov, “We are starting a new era in Parimatch’s partnership with UFC, built on the same strong values we share in serving UFC fans around the world and delivering unforgettable moments.”
He added: “We’re excited to be back and ready to create even better experiences for fans with the opportunities ahead.”
This collaboration comes after the announcement that Parimatch would sponsor Nottingham Forest FC for the 2024/25 Premier League season, becoming the UK club’s official betting partner.
Furthermore, the announcement comes after reports that Kateryna Biloruska has sold her majority stake in Parimatch Group to Sergey Portnov, co-owner and former CEO.
