UFC has signed a multi-year marketing partnership with Adjarabet, naming the online sports betting operator as its official partner in Georgia.
The agreement gives Adjarabet access to one of the fastest growing combat sports audiences in the region and reflects the increasing commercial overlap between major sports rights holders, betting operators and digital fan engagement.
Under the partnership, Adjarabet will work with UFC on co-branded social media content and fan engagement activity linked to UFC events. The agreement is designed to deepen UFC’s connection with Georgian fans, where mixed martial arts has built significant momentum in recent years.
Nicholas Smith, SVP of Global Partnerships at TKO, says: “This relationship with Adjarabet is about elevating the fan experience by working together to create more excitement, more interaction and more ways for fans to connect with UFC.
“We look forward to building on the incredible passion for MMA that exists across Georgia.”
Adjarabet has also aligned the partnership with several Georgian UFC athletes, including former Bantamweight Champion Merab Dvalishvili, Featherweight Giga Chikadze and Middleweight Roman Dolidze, who will serve as brand ambassadors.
Nino Gujabidze, PR Director of Adjarabet, adds: “We are proud to announce that Adjarabet has become an official partner of UFC.
“Years ago, we were one of the first to champion UFC for the Georgian audience and one of the first to believe that this sport would find its true home in Georgia.”
For Adjarabet, the UFC partnership strengthens its association with high profile Georgian athletes competing on a global stage. For UFC, the deal provides a locally embedded partner in a market where fighter visibility and national sporting identity are helping accelerate fan engagement.
The partnership also reflects a wider trend in sports betting marketing, where operators are increasingly seeking rights holder relationships that combine brand visibility with digital content, athlete endorsement and direct audience activation.
