UFC launches fully-branded betting hub

Mixed martial arts promotion, the Ultimate Fighting Championship (UFC) has launched its own sports betting product, UFC Event Center betting hub, in partnership with IMG Arena.

The new feature, announced as the industry’s first betting product created specifically for a major sports brand, will give fans the chance to access live, time-stamped data points, as well as 3D visualizations of live UFC action. It will also provide a huge range of new, in-play betting opportunities, including 50 positional and striking statistics like reversals, knockdowns, submissions, takedown attempts, and takedowns landed.

In a press release, UFC Event Centre has been described as a “…ground-breaking sports betting product that will provide a host of new opportunities for live betting during each fight of every UFC event”.

“The UFC Event Centre and its official data feed will be a game-changer for how UFC fans engage with our events through sportsbooks and gaming operators,” announced UFC President Dana White.

“Betting operators are also going to love this product because, unlike other sports, UFC has no off-season. The action will be non-stop for fans and sportsbook operators,” stated White.

Both the UFC Event Centre and UFC’s official data feed will be made available globally through licensed partnerships with sportsbooks and gaming operators, including IMG ARENA’s existing portfolio of more than 300 operators.

“The UFC brand is extremely powerful and already resonates strongly with the key demographics of global sports betting consumers. Through this partnership with UFC, we have been able to develop official products that will help unlock significant value for both UFC and our global sports betting partners,” added Freddie Longe, executive vice-President and managing director of IMG ARENA said.

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