The Stars Group has entered into a particularly lucrative partnership deal with the premier mixed martial arts organization, the UFC (Ultimate Fighting Championship). The world’s largest online poker room could see its brand reach 1.1 billion TV households in 40 languages and over 160 countries.
The terms of the agreement have created a new sponsorship category, with PokerStars becoming the UFC’s first ‘Official Poker Partner’. The poker room will make its debut in its new role at the final UFC Pay-per-View event of the year – the UFC 232: Jones vs Gustafsson 2, scheduled for Saturday, 29th December at the T-Mobile Arena in Las Vegas.
Besides having a branded presence at this highlight event, PokerStars will benefit through integration on digital and social media platforms linked to UFC.
“UFC and PokerStars have a lot in common,” noted Christopher Coyne, the Chief Marketing Officer of Stars Interactive, a division of The Stars Group. “We want to thrill and entertain, both in our products and customer experience. UFC is the world’s leading MMA promoter with millions of fans and followers around the globe, while PokerStars is the heavyweight of online poker. It’s a classic combination.”
Also commenting was the Senior Vice President of Global Partnerships for UFC, Paul Ascenio who said that he was thrilled about welcoming PokerStars into the fold, and having the poker room join the UFC’s roster of global partners. He also noted that PokerStars had helped UFC create a new sponsorship category for its final event of 2018.
“This agreement lays the foundation to work together with PokerStars in the future to grow our respective customer bases in key markets,” said the UFC executive.
UFC is a US-based mixed martial arts promotion company, owned and operated by William Morris Endeavor. The UFC features the highest-level fighters in the world and has held over 400 events over the years. This multibillion-dollar enterprise fits well with PokerStars’ image as one of the most entertaining gaming platforms in the industry.