HomeNewsMediaMixed Martial ArtsUSA

UFC extends with long-running PPV partner Joe Hand Promotions

Khabib Nurmagomedov of Russia competes against Dustin Poirier of the United States in their Lightweight Title Bout during the UFC 242 event (Photo by Francois Nel/Getty Images)

The Ultimate Fighting Championship (UFC) mixed martial arts organisation has signed a multi-year extension to its pay-per-view distribution agreement with Joe Hand Promotions.

Joe Hand Promotions will continue to serve as UFC’s exclusive commercial distributor in the US. The new deal extends the two parties’ long-running agreement, which began in 2001.

The deal has been signed ahead of UFC 243, which takes place at Marvel Stadium in Melbourne, Australia and gets underway at 10pm ET time tomorrow (Saturday).

Lawrence Epstein, UFC’s senior executive vice-president and chief operating officer, said: “Joe Hand Promotions is a valuable resource to UFC as they help us market our biggest events to a strategically important segment of our audience, commercial establishments.”

In other news, UFC has signed a short-term sponsorship agreement with investment platform eToro. The six-month deal names eToro as the official online trading partner of UFC in Australia and New Zealand, starting with the UFC 243 event.

As part of the deal, eToro will have a branded presence inside the Octagon and benefit from stadium activations, social content and consumer promotions.

Fans will also have until November 10 to win a UFC VIP experience, courtesy of eToro, to attend the ninth annual UFC International Fight Week in Las Vegas next July.

Nick Smith, UFC’s vice-president of global partnerships, said: “A partnership in this space with a global company like eToro demonstrates the continued innovation and growth that UFC has developed in-market.”

The deal further strengthens eToro’s sponsorship portfolio. The company recently extended its partnership with Crystal Palace, while it also holds agreements with fellow Premier League football clubs Aston Villa, Everton, Leicester City, Southampton and Tottenham Hotspur.