The deal centers around Spribe’s flagship casino game, Aviator. The Aviator logo will appear prominently on the Octagon at every UFC event globally. Further, UFC will run Aviator-specific social media campaigns and host premium hospitality experiences. WWE will showcase branding only at select events. 

Aviator Gains Global Exposure Through UFC and WWE Sponsorships

Spribe first partnered with the UFC in October 2023, featuring at select Pay-Per-Views and Fight Nights. The deal signed last week significantly expands the two parties’ sponsorship agreement. 

Nicholas Smith, Vice President of Global Partnerships for TKO Holdings, commented, “We’re thrilled to expand our partnership with SPRIBE across both UFC and WWE.” 

He continued, “Much like UFC and WWE, Aviator is a pioneer in its own industry, reshaping the iGaming landscape with innovative, immersive, and engaging consumer experiences. Together, UFC and WWE provide brands with access to one of the most formidable marketing portfolios in sports, and we’re looking forward to working with SPRIBE to design custom integrations within our content that will help them reach millions more consumers around the world.” 

Spribe has outlined the three main motivations behind its marketing strategy: 

• Global brand visibility
• Key markets expansion
• Customer acquisition

Although Aviator is played in over 60 countries, Spribe sees the combined reach of WWE and UFC, which covers over 170 countries, as an opportunity to satisfy all three of its aims. The release reads, ‘WWE and UFC provide Spribe with an unmatched international platform to propel continued growth for Aviator.’ The company outlines that although it has had great success in emerging gambling markets such as Brazil and India, the United States of America remains a key target.

In addition to the aforementioned marketing activations, the deal has the potential for further cross-promotions, content integrations, and co-branded campaigns.

In November 2024, Spribe announced it had become the ‘Official Crash Game Partner’ of Italian football giant AC Milan. As part of the deal, Aviator was named AC Milan’s ‘Official Crash Game.’

Legal Challenges and Trademark Disputes Surround Aviator

Georgian land-based casino operator Aviator was awarded $330 million in damages after a court found copyright and trademark infringement by Spribe. Further, Spribe’s trademarks for its crash game were invalidated. Flutter-owned Georgian online casino Adjarabet was ordered to cease operations of the Aviator crash game. 

The company has outlined plans to “challenge Spribe trademarks worldwide,” with further invalidation action against the trademark filed with the European Union Intellectual Property Office. 

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With an unbeaten 50-0 professional record, many consider Floyd Mayweather to be the greatest boxer to ever lace up the gloves, and CasinoBeats had the pleasure of speaking with both Mayweather and Games Global’s Chief Product Officer, Andy Booth, to find out the inspiration and collaborative processes involved in the creation of the upcoming slot, Money Mayweather. 

CasinoBeats: After conquering the world of boxing, what inspired you to branch out into the world of igaming, and how does the partnership with Games Global align with your brand?

Floyd Mayweather Jr: After conquering boxing, branching into igaming was inspired by the desire to reach new audiences and engage fans in innovative ways. The partnership with Games Global aligns with my brand by expanding my influence beyond the ring, creating interactive experiences that reflect my persona and achievements while resonating with both boxing fans and the igaming community. 

This collaboration allows for the development of creative content that showcases the excitement of boxing and represents an evolution of my brand, ensuring its relevance and impact in the digital landscape.

CB: How did the partnership with Floyd transpire and what about the boxing legend makes him a perfect focal point for an online slot?

Andy Booth: The partnership between Games Global and Floyd Mayweather emerged from shared objectives, brand alignment, and creative collaboration to develop an engaging online slot game.

Mayweather’s iconic status as a multi-weight boxing champion and his high-profile persona make him an ideal focal point for the game, attracting both dedicated boxing fans and casual players while enhancing the overall gaming experience.

CB: What involvement have you had in the creation of Money Mayweather and what references to your brand can fans look forward to in the game?

FMJ: In the development of Money Mayweather, my team contributed by providing creative input to ensure the game authentically reflects my brand and persona. Fans can look forward to personalised features that highlight my lifestyle, as well as engaging and interactive elements that celebrate my boxing career and enhance the overall gameplay experience.

CB: How has the essence of Floyd’s persona and brand been captured in Money Mayweather?

AB: The Money Mayweather slot captures Floyd Mayweather’s essence by incorporating luxurious themes that reflect his lifestyle, using iconic imagery of his likeness and featuring dynamic gameplay inspired by boxing.

The game also embodies his trademark bravado and confidence through its narrative and promotional materials, while an engaging soundtrack enhances the overall atmosphere, creating an immersive experience that appeals to both his fans and a wider igaming audience.

CB: How does the partnership with Games Global allow you to connect with your global fanbase in a different way, and have you any future plans to continue exploring the world of online casino games?

FMJ: The partnership with Games Global allows me to connect with my global fanbase through interactive and engaging online gameplay, extending my brand beyond traditional boxing experiences and reaching diverse markets worldwide. I am super excited for this partnership with Games Global!

CB: In what way does the collaboration with Floyd enhance Games Global’s reputation as a pioneering provider of combat-themed content? 

AB: The collaboration with Floyd Mayweather enhances Games Global’s reputation as a pioneering provider of combat-themed content by associating the brand with a globally recognised sports icon, which boosts visibility and credibility.

This partnership allows for authentic and high-quality game design that resonates with combat sports fans, showcases innovative gameplay mechanics, and expands our best-in-class portfolio.

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Fresh from securing the bantamweight title in a unanimous-decision win at UFC Noche in Las Vegas against ‘Suga’ Sean O’Malley, Dvalishvili will be speaking to award-winning sports broadcaster Laura Woods about his journey to become one of the best fighters in the world and how he became an ambassador to SPRIBE’s Aviator brand. 

The Super Stage is being constructed at the huge MEO Arena as part of the SBC Summit, which is taking over the whole Feira Internacional de Lisboa complex on 24-26 September. 

It will be the champion’s first in-depth interview since upsetting the form book and claiming the bantamweight title and will give delegates to SBC Summit unique insight into the Georgian’s success in the world of MMA. 

Merab is one of several speakers during the event who have taken the world by storm. These include:

• Sir Tim Berners-Lee, inventor of the World Wide Web
• Tony Hawk, Legendary Skateboarder & Entrepreneur
• Luis Figo, Portuguese football legend
• Peter Schmeichel, Danish football legend

Rasmus Sojmark, Founder & CEO of SBC, commented: “It was brilliant to see Merab fulfilling his destiny and taking the title in Las Vegas this weekend. And his timing to do that just before he appears at our SBC Summit next week is impeccable from my perspective! 

“It’s not often you get to hear from someone in person so soon after reaching the tops of their profession. His insight is going to be unmissable. SPRIBE  has chosen a fantastic ambassador in Merab, and we are pleased they have made it possible for him to join us all in Lisbon.”

Giorgi Tsutskiridze, CCO at SPRIBE, commented: “We are incredibly proud to have Merab Dvalishvili, the newest UFC Bantamweight Champion, as our Aviator brand ambassador. His journey in the world of MMA reflects the same values we stand for — courage, innovation, and the drive to win. We’re excited to have Merab at the SPRIBE stand during SBC Lisbon, where, now as a champion, he will represent Aviator and provide an exclusive interview on the Super Stage. This is a unique opportunity to hear from a true champion.”

It is still possible to attend the event in Lisbon and you can grab your pass for just €95 HERE

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The third partnership of its kind between SPRIBE and UFC fighters, the deal builds on the supplier’s collaboration with the promotion to bolster branding for its flagship crash game, Aviator. 

Walker – seventh in the UFC light heavyweight rankings – will take part in marketing campaigns with SPRIBE to reach players across the world, with the supplier outlining a particular focus on the Latin American market due to the fighter’s Brazilian heritage. 

Giorgi Tsutskiridze, CCO at SPRIBE, commented: “Our partnership with UFC is proving to be a huge success, in particular the ambassador fund that we have set up. Athletes such as Johnny have a massive following in our core markets and this particular deal allows us to make further inroads into Brazil. 

“Aviator delivers the fast-paced, high-octane action that UFC fans enjoy and with Johnny onboard, we can make more players aware of the game and the explosive gameplay it has to offer.” 

SPRIBE’s latest brand ambassador deal with Walker follows similar agreements with UFC light heavyweight champion Alex Pereira and bantamweight contender Merab Dvalishvili.

Walker added: “Aviator offers the same thrills as stepping into the octagon and going face to face with your opponent. I’m delighted to be helping to promote it to players in my home country of Brazil.” 

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Further activating the partnership, Duelbits enabled users to opt-in for the Conor McGregor 30 day tournament with a grand $150,000 prize pool, where if they wager $100 or more they could win cash giveaways given out by the fighting Irishman. 

McGregor lived up to the billing during the stream and utilised the platform to fire shots at a host of his rivals, taking aim at Kamaru Usman and Ilia Topuria and even criticising Leon Edwards for going to decision on too many occasions. 

The former lightweight and featherweight king also never missed an opportunity to challenge his old foe Khabib Nurmagomedov, who he predicts will return to the fight game soon. 

Nonetheless, The Mac did have praise for Sean O’Malley, the current bantamweight champion, however he was eager to emphasise that if they ever met, he would defeat the ‘Suga’ show with ease. 

Duelbits has long tapped into the world of combat sports, partnering with an abundance of fighters in the past including Dillion Danis and Chris Eubank Jr, who sported Duelbits merchandise during recent battles. 

Nonetheless, having a link with McGregor will be the biggest exposure for the firm given the fan engagement he draws. 

The partnership comes as he prepares to make his return to the Octagon on 29 June against Michael Chandler from Las Vegas, during International Fight Week. 

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The agreement allows Games Global to produce UFC-branded slots over an initial three-year period, with plans to roll out the premier title in July 2024 following a soft launch in May. 

Andy Booth, Chief Product Officer at Games Global, explained: “Games Global is thrilled to announce this knockout partnership with UFC, bringing the Octagon to life across multiple epic slot titles in the next few years. This exclusive deal allows us to develop UFC-themed online slots for millions of UFC fans who share our passion for action and excitement. 

“Partnering with UFC, one of the most popular sports brands in the world, is significant for us and we look forward to showcasing our first title to the world in the coming months.”

Games Global is hoping to tap into the over 700 million UFC fans across the globe, as well as the promotion’s 260 million social media followers.

The collaboration announced that the UFC will promote and support the launch of each title via its global marketing ecosystem, offering a lucrative opportunity for Games Global’s slot distribution. 

Tracey Bleczinski, SVP of Licencing at UFC, added: “At UFC, we’re always looking for innovative ways to engage with our passionate fan base around the world. This exciting new partnership with Games Global allows us to do just that by bringing the intensity and energy of the Octagon to life through unique UFC-themed slot titles.

“We believe that these games will be a hit with fight fans everywhere, and we are proud to be working with Games Global, a leading provider and distributor of igaming content, to deliver this world-class entertainment experience.”

As a brand that continues to form various sponsorship deals the UFC has focused on the igaming industry in several agreements of late, with crash game provider SPRIBE becoming an official UFC partner towards the end of last year.

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Under the terms of the deal, the Georgian-American star has become the sportsbook and casino operator’s Global Ambassador ahead of his Bantamweight title fight with “Suga” Sean O’Malley later this year. 

Celebrating the sponsorship deal, Dvalishvili commented: “I’m excited about joining the Alphabook family and working with their creative team.

“I’ve followed them with Interest as they have grown their presence in the martial arts world. Like Ilia, I also hope to get a big win soon. Maybe it will be with Georgia for UEFA EURO 2024, or when I smash O’Malley.” 

Dvalishvili has broken several UFC records since joining the promotion in 2017, having previously fought in CFFC and Ring of Combat. These records include the most unanimous decision wins and most takedowns landed in UFC Bantamweight division history. 

An Alphabook representative commented on the partnership: “We are delighted to have signed someone with such a calibre and eccentric persona as Merab  to Alphabookbet.com and look forward to welcoming him to our family with more exciting announcements in the near time.

“We are here to support him on his journey to the Bantamweight Championship and motivating upcoming Alpha-minded fighters on their path of success.”

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The Brazilian has become a global icon since moving to the UFC, having previously held multi-weight world championships in kickboxing and being inducted into the Glory Hall of Fame.

Pereira’s rise within the UFC has seen him become the first fighter in the promotion’s history to ever win the Middleweight and Light-Heavyweight titles – doing so in just seven fights. Underlining his stardom, ‘Poatan’ is now set to headline the historic UFC 300 card in April, where he will defend his 205lbs title against Jamahal Hill in Las Vegas.

Commenting on the partnership, Pereira said: “I’m delighted to be working with Stake.com and joining their exciting team.

“I’ve watched on with interest as they have become more involved with the UFC, especially Israel Adesanya. As I have mentioned, I would be open to training with Adesanya and I look forward to hopefully crossing paths at some point again in the future.”

Pereira joins fellow UFC athletes Alexa Grasso, Amanda Ribas, Jailton Almeida, Alexandre Pantoja and Israel Adesanya as part of the Stake.com team.

Akhil Sarin, Chief Marketing Officer of Stake, added: “We are delighted to have signed someone with the calibre and prestige of Alex Pereira to Stake.com and look forward to building a successful partnership together.

“We look forward to welcoming Alex’s fans around the world into the Stake.com family as we celebrate the exciting news about him headlining the historic UFC 300 card with one of the true icons of the Fight Game.

“Who knows, we could even see a link-up with his longtime nemesis Israel Adesanya in the future.”

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Firstly, Stake revealed a partnership with the sport’s largest promotion, the UFC, targeting the Asian online casino market in a regional sponsorship agreement. 

The collaboration will see Stake ‘improve UFC’s betting experience’ on its proprietary platform by offering exclusive promotions and VIP experiences, while producing exclusive social and digital content featuring UFC athletes.

Nick Smith, UFC Vice President of Global Partnerships, stated: “We’re thrilled to partner with an exciting and emerging brand like Stake to offer exclusive digital and social content to our fans, as well as an innovative gaming experience.

“UFC prides itself on being innovators, and Stake is a unique way for fans to experience the action and excitement of UFC.”

Outside of UFC and MMA, Stake has sought to build up brand visibility in Latin America via a recent partnership with Brazilian football club Juventude, becoming the side’s main shirt sponsor. 

“All of us at Stake are massive UFC enthusiasts,” a company statement read. “We are excited to collaborate with such a dominant brand to deliver a one-of-a-kind betting experience and accelerate our global expansion.”

Meanwhile, fellow crypto casino Lucky Block, which launched just last year, also initiated an UFC-focused sponsorship deal by partnering with former UFC middleweight champion and current pundit Michael Bisping.

“We are pleased to announce our sponsorship of UFC icon Michael Bisping,” said Damian Jacobs, Lucky Block Community and Growth Manager.

“We believe this deal will be a powerful catalyst as we embark on the next leg of our journey to lead crypto gaming’s conquest of the online sports entertainment and betting industry.

“This partnership shows that Lucky Block can mix it up with the other industry leaders. Our sponsorship of Michael Bisping shows we understand the importance of developing and exploiting the brand projection potential at the intersection between the sports domain and the disruptive power of crypto betting.”

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Activating the partnership at this weekend’s UFC 294 in Abu Dhabi, the deal will see SPRIBE receive prominent branding at select Pay-Per-Views and Fight Nights, including placement inside the Octagon for high-visibility exposure. 

“We’re thrilled to welcome SPRIBE as an official UFC partner,” commented Grant Norris-Jones, UFC Senior Vice President of Global Partnerships. 

“SPRIBE creates the kind of next-gen games that have strong appeal for UFC fans because they offer a unique experience, with exciting features, stunning graphics, and engaging gameplay. We’re excited to help them achieve a broader reach for their brand and their games.”

In addition to brand exposure, SPRIBE will also use the partnership to form branded integrations within live broadcasts of each selected Fight Night cards, while gaining an annual UFC brand ambassador fund to activate the collaboration further through appearances, content, and creative campaigns.

Having strengthened the presence of its flagship crash game product Aviator since its launch in 2018, SPRIBE will hope this deal will see UFC fans add to the already 10 million monthly users that Aviator attracts, beginning with those watching this weekend’s card as Makhachev faces Volkanovski for the second time in the headliner. 

Giorgi Tsutskiridze, CCO at SPRIBE, added: “This is a significant partnership for SPRIBE and Aviator, making more players aware of the game than ever before. Aviator is already the most-played crash game in the world with more than 10 million monthly players, but this deal with UFC will really catapult it into the stratosphere. 

“UFC is an entertainment business at heart and knows exactly how to get people on the edge of their seats by providing fast-paced action inside the Octagon. Aviator does that also, but with players able to enjoy the thrill ride of the games from their smartphone. 

“This is a strong and valuable marketing partnership for us that shows that Aviator really has hit the big time, transcending traditional gaming audiences to have mainstream appeal.”

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