The Ultimate Fighting Championship (UFC) mixed martial arts (MMA) promotion has announced a new and exclusive partnership with Betclic, the online sports betting company.

Under the agreement, announced today (June 26), the bookmaker will serve as the official betting partner of UFC in France, Poland, and Portugal. It will also become the presenting partner for the UFC Fight Night Paris event taking place at the Accor Arena in the French capital on September 2.

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Betclic branding will have a presence inside the Octagon as well as across UFC’s social and digital platforms.

UFC hosted its first event in France last year, following the legalization of the sport in 2020.

Nicholas Smith, UFC vice president of global partnerships, said: “France is an incredibly important market to the UFC. Throughout the company’s hard work to have the sport of MMA recognized, one of our main objectives was to create impactful and meaningful partnerships with local organizations.

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“We are looking forward to working alongside Betclic to enhance our fans' online gambling experience and bring some exciting activations to our upcoming event in Paris.”

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Nicolas Béraud, managing director of Betclic, added: “We are delighted to be UFC's first partner in our three main markets, France, Portugal, and Poland. UFC has accomplished amazing things in developing the sport of MMA.

“It is at the core of our mission to promote and partner with emerging sports and enhance fans' passion. With this partnership, we will offer them a new experience with increased interactivity during UFC events.”