Conor McGregor has been confirmed as a global brand ambassador for online sportsbook 1xBet ahead of his highly anticipated UFC return on 11 July.
The partnership was announced in the build-up to McGregor’s headline fight against Max Holloway at UFC 329, marking the Irishman’s long-awaited comeback to the Octagon.
1xBet wasted no time in expressing their enthusiasm for the deal, issuing a statement that confirmed the scale of the announcement for the brand.
“We’re proud to welcome UFC legend Conor McGregor as 1xBet Global Brand Ambassador,” the company said in an official statement released alongside the news.
“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 statement continued.
The Dublin-born fighter is widely regarded as one of the most recognisable names in the recent history of mixed martial arts, having helped drive enormous global growth for the UFC throughout the 2010s.
McGregor became a two-weight world champion, claiming titles at lightweight and featherweight, while his brash personality and gift for trash talk made him a crossover star far beyond combat sports.
His return to competition against Holloway carries significant history, as the pair previously met in 2013 in a bout that McGregor won via decision, adding an extra layer of narrative to their upcoming rematch.
Tickets for UFC 329 sold out within minutes of going on sale, underscoring the enormous commercial appetite surrounding McGregor’s comeback and the drawing power he still commands.
For 1xBet, aligning with McGregor offers access to a vast global audience at a moment when attention on the UFC is at a premium, making the ambassador deal a strategically significant move.
McGregor is no stranger to the betting industry, having previously worked as a brand ambassador for Cyprus-based multinational Parimatch and Asia-focused bookmaker m88 during his career.
1xBet itself has a strong track record of high-profile sports partnerships, most notably serving as a long-term partner of FC Barcelona, the 29-time LaLiga and five-time Champions League winning football club.
