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Rainbet has added UFC fighter Justin Gaethje to its roster of brand ambassadors, signaling another bold move in the crypto gambling industry’s marketing arms race. The partnership was unveiled during UFC Fight Night on July 18, when Gaethje was seen wearing a Rainbet shirt in the crowd. The operator later confirmed the collaboration by sharing the clip on its X account.
This marks a change for Gaethje, who previously partnered with crypto casino and sportsbook Duelbits. While details about the transition or the deal’s value remain undisclosed, the move underscores the competitive nature of athlete sponsorships in crypto gambling. Operators in this space often rely on high-profile personalities to drive engagement and growth.
Gaethje, a former UFC interim lightweight champion and BMF titleholder, is one of the sport’s most marketable athletes. His previous campaign with Duelbits generated over 122 million verified video views before a major UFC event, illustrating the power of athlete endorsements in crypto betting.
Rainbet’s strategy of introducing Gaethje during a live broadcast aligns with a broader trend in the industry. Crypto casinos are increasingly turning to combat sports to attract fans who overlap with sports bettors and cryptocurrency users. By leveraging high-visibility events, operators like Rainbet are positioning themselves for greater exposure in a crowded market.
