UFC hand in hand with AGA

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Mar 15, 2021
The US organization UFC (Ultimate Fighting Championship), known for spectacular fights in the field of mixed martial arts, has announced that it will participate in a campaign by the AGA (American Gaming Association) for responsible sports betting. For this purpose, the Martial Arts Association has signed the AGA betting code and thus joined sports leagues such as NHL, Nascar and PGA Tour. Some marketing campaigns are planned as part of the partnership. What developments can be expected?


Awareness campaign about sports betting​

The martial arts organizer UFC has signed the AGA betting code and thus supports a campaign for responsible sports betting. The campaign has been running since 2019 under the title Have A Game Plan. Bet Responsibly! (currently German. Keep control of the game. Bet responsibly!). It is already promoted by sports leagues such as the NHL, Nascar and PGA Tour. The aim is to educate people about the risks involved in gambling.

To support the campaign, the UFC will use its own in-venue, digital and broadcast assets and provide educational and marketing materials branded with UFC themes.

According to UFC President Dana White, the UFC Martial Arts League has the most passionate and die-hard fans of all sports. Since the fans love to bet on the outcome of the fights, dealing responsibly is of the utmost importance. They are proud to work with AGA, the largest gambling association in the USA. Together they want to make smart decisions and promote responsible sports betting.

AGA President Bill Miller emphasized that sports betting is spreading rapidly in the USA, and sales records were only reached on the US betting market in August 2020. Professional sports leagues would therefore recognize the need to educate their fans about the opportunities, but also the risks, of sports betting. Thank you that the UFC has made the Have a Game Plan campaign even bigger.

The UFC is the world's largest MMA match organizer and market leader. The company is owned by the Las Vegas-based US sports distributor Zuffa LLC. The first event took place in Denver in 1993. In 1997 a television contract was signed with Fox Sports. The breakthrough came in 2005 with the reality casting show The Ultimate Fighter. This was followed by the Ultimate Fight Night format, which is now broadcast on Fox Sports 1. Over the past few years, the UFC has become more and more popular. In the meantime, it no longer needs to shy away from comparisons with sports leagues like the NBA or NFL.

UFC: Agreement with DraftKings​

The cooperation between the UFC and the AGA takes place immediately after the MMA organizer has signed a betting and DFS agreement with DraftKings. Both sides spoke of a groundbreaking partnership that would allow DraftKings to access the UFC's logos, names, rankings and branding. For the UFC, this is the first exclusive betting partnership in its history.

Conversely, the branding of DraftKings is emblazoned on the Octagon screen at selected UFC events and at fights as part of Dana White's Contender Series, which takes place in Las Vegas. In addition, DraftKings will offer a range of weekly free-to-play games as well as advanced prop betting and other sports betting. There is also a $ 10,000 free-to-play pool that accepts submissions in the run-up to the UFC Fight Nights.

The betting company DraftKings will also become the official presenting partner of the UFC Fight Clock, the new, proprietary timing system of the UFC championship. It is shown on multiple screens at each event to ensure that players and fans can see the time remaining in each round.

According to UFC President Dana White, the deal with DraftKings is a huge step forward, the operator is innovative and currently number one in the betting and DFS market. Fans and players in particular would benefit from the partnership. Especially since the UFC, unlike other sports, does not have any breaks or off-season. Action is therefore provided non-stop. Jason Robins, CEO of DraftKings, sees it similarly, explaining that martial arts, and the UFC in particular, are shooting up significantly on the sports betting verticals. It is one of the most important growth markets of all.

Contract with crypto operator Stake.com​

The UFC is also on the rise in terms of betting in Asia and Latin America. For this purpose, the MMA organizer has teamed up with the future-oriented crypto operator Stake.com. Stake.com is the UFC's first official betting partner in Asia and Latin America, with the exception of Brazil, where betting reform is still being debated.

The aim of the agreement is to offer Asian and Latin American UFC fans a wider range of betting options, which should also include greater social functions. With this in mind, they are excited to cooperate with the cryptocurrency operator Stake.com, said Nick Smith, Vice President of Global Partnerships at UFC. Stake.com is a modern and unique opportunity for fans to experience the action and excitement of the UFC.

Milan Jovancevic, Public Relations Manager at Stake, said that all of Stake's employees are avid UFC fans and that the partnership will accelerate the brand's global expansion. It remains to be seen whether there will be further UFC sports betting deals in the future.