888 Holdings‘ online poker brand 888poker has formed its latest sport sponsorship, announcing a partnership with the Professional Fighters League.
Signing the deal ahead of the promotion’s European Championship event in Dublin on December 8, the partnership will see 888poker’s branding showcased on the PFL SmartCage on fight night.
Amit Berkovich, VP Head of Poker and MD ROW, 888 William Hill, commented: “We are delighted to announce our exciting new partnership with the Professional Fighters League. At the heart of this collaboration is our shared passion for entertainment and commitment to providing first-class experiences in our respective spaces.
“With the PFL’s position in the world of mixed martial arts, together with 888poker’s award-winning gaming platform, this sponsorship deal presents a unique opportunity to reach more diverse audiences.
“We look forward to the journey that lies ahead and to the innovative projects we will build together.”
Described as a ‘first-of-its-kind agreement’ for the PFL’s regional MMA competition, 888poker will also gain additional promotion and brand recognition opportunities across PFL channels in the lead up to and throughout the European Championship event.
Stepping into the SmartCage on December 8 is Simeon Powell who takes on Jakob Nedoh in the Light Heavyweight Championship, while the Women’s Flyweight Championship will see Dakota Ditcheva face Valentina Scatizzi.
“The PFL is delighted to announce our collaboration with 888Poker, coinciding with the PFL Europe Championship,” added James Frewin, SVP International of PFL.
“This partnership with a dynamic brand like 888Poker represents an exciting venture, particularly given the strong synergies between the poker community and the mixed martial arts world.”
The deal comes at an exciting time for the MMA promotion, after it just moved to significantly bolster its status through the acquisition of rival Bellator. It’s a set on the roadmap for the firm as it looks to elevate competition with the UFC and shift into a co-leader in the space.
