Crypto.com, the global cryptocurrency exchange, made its debut as an official sponsor of the UFC (Ultimate Fighting Championship) on Saturday (10), in Las Vegas (USA), at the 264th edition of the biggest MMA (Mixed Martial Arts) event in the world . The partnership, announced last Wednesday (7th), foresees the investment of US$ 175 million in the UFC, according to Sportico. The organization, in turn, will have to reproduce the broker's brand on the athletes' kit used inside and outside the octagon. In a statement, the UFC said that the agreement is long-lasting and represents an evolutionary step in the brand of both companies — the UFC intends to explore countries where the type of entertainment is not very explored and Crypto.com is in a growing strategic movement to connect to more conventional consumers. “This is a partnership between two companies that are the best at what they do. No company has done more to increase the popularity of combat sports than the UFC, and we are now one of the biggest sports brands on the planet. We can help Crypto.com reach more people around the world through the strength of our brand,” said UFC President Dana White. For Kris Marszalek, co-founder and CEO of Crypto.com, the partnership is just the beginning of a long relationship with the UFC that, together with the organization, foresees great achievements. “It's a historic moment when the fastest growing cryptocurrency platform joins forces with the fastest growing sport to help accelerate the world's transition to cryptocurrency,” he commented. Also according to the UFC note, in addition to the massive Crypto.com logo exposure, the partnership offers Crypto.com a wide range of integrations into UFC assets, such as an explosion in Dana White's Contender Series “Crypto.com too will be integrated with UFC content across linear and digital platforms, including live streams, Pay-Per-Views and UFC-owned social media channels,” the company concluded.
Dramatic outcome in the UFC
On the other hand, Saturday's event was considered by critics the biggest event of the year, as the card featured the organization's student, Conor McGregor, in the main event. The outcome, however, was tragic. In front of his opponent, Dustin Poirier, Conor broke his ankle when he missteps and the fight was ended in the 1st round. In turn, with this victory by technical knockout, Dustin Poirier received the approval of the organization to face, perhaps later this year, the current champion under 70kg, the Brazilian Charles Oliveira da Silva, also known as 'Charles do Bronx'. Two Brazilians and one Brazilian also fought on the UFC 264 card; all won—Jeniffer Maia, Michel Pereira and Gilbert Burns.