Online sportsbook 1xBet has partnered with Conor McGregor ahead of the mixed martial artist’s return to the UFC in two weeks time.
McGregor has been unveiled as a brand ambassador of the betting company ahead of his headline clash against Max Holloway at UFC 329 on Saturday 11 July.
“We’re proud to welcome UFC legend Conor McGregor as 1xBet Global Brand Ambassador,” a 1xBet statement read. “As one of the greatest icons in combat sports prepares for his long-awaited comeback, we’re excited to begin this new chapter together.”
The Dublin-born fighter is one of the most widely recognisable, but also controversial, names in the recent history of MMA, having played a huge role in the growth of the UFC during the 2010s.
McGregor gained popularity and notoriety for his skill in the Octagon, becoming a two weight world champion at lightweight and middleweight, as well as for his brash and outspoken personality often defined by trash talk.
He is making his return to Octagon later this month after five years of inactivity, his last fight being a KO loss to Dustin Pourier in July 2021. His life outside the sport since this fight has been just as controversial as his life within it, been defined by legal troubles in recent years.
Nonetheless, his return to the Octagon is expected to bring in millions of views, and tickets for the Holloway rematch – the duo having faced each other in 2013 in a bout won by McGregor via decision – sold out within minutes.
For companies interested in marketing around the event, like 1xBet, the audience potential will be vast.
McGregor himself is no stranger to working with the betting space, having signed on as a brand ambassador for Cyprus-based multinational Parimatch and Asia-focused bookmaker m88 during his career.
Turning back to 1xBet, the Cyprus operator is also no stranger to leveraging partnerships in sports for maximum global visibility. The firm is most notably a long-term partner of 29-time LaLiga and five-time Champions League winning football club FC Barcelona.
