Mixed martial arts organisation UFC and sports betting service and content hub IMG Arena are launching UFC Event Centre, a product that will provide new opportunities for live betting during each fight of every UFC event.
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 Event Centre is the gaming industry’s first sports betting product created specifically for a major sports brand, developed by IMG Arena to capture the UFC experience. It will deliver more features and markets for UFC events than any betting product available previously, including live in-round betting for every UFC event globally.
UFC president Dana White said: “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.
“We have the most passionate, die-hard fans of any sport, and they’re going to love the option to place bets live during a fight. 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.”
Freddie Longe, executive vice president and managing director of IMG Arena, said: “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.”
