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UFC launches first-of-its-kind sports betting product


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

The product — the first created specifically for a major sports body — will feature live betting options for every UFC fight as well as authorized UFC data.

Both the UFC Event Center app and the UFC’s official data feed will be licensed to sportsbooks and gaming operators, including IMG Arena’s existing network of more than 300 operators.

The UFC also boasted that Event Center will feature immediate bet settlement, live stats, live event information, a mobile-first design and 3D visualizations of live action.

Bettors will be able to place wagers not only on the outcome of fights, but also on markets including reversals, knockdowns, submissions, takedown attempts, and takedowns landed.

“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,” UFC President Dana White said. “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 offseason. The action will be non-stop for fans and sportsbook operators.”

Freddie Longe, executive vice president and managing director of IMG Arena said the strength of the UFC brand made the partnership a great deal for his company.

“The UFC brand is extremely powerful and already resonates strongly with the key demographics of global sports betting consumers,” Longe explained. “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.”

The deal is the latest partnership between IMG Arena — established in November 2018 as the betting and data division of sports media company IMG — and a major sporting body.

It already works with major rights holders including golf’s PGA Tour, the ATP and WTA in tennis, ice hockey league the NHL, and Serie A, Italy’s top association football league.

Both the UFC and IMG Arena are owned by media holding company Endeavor Group Holdings.