Former UFC two-division champion Conor McGregor has signed a global brand ambassador agreement with betting operator 1xBet, marking one of the sportsbook’s most high-profile athlete partnerships as the Irishman prepares for his long-awaited return to the Octagon.
The collaboration comes ahead of McGregor’s headline bout against Max Holloway at UFC 329 on July 11, positioning 1xBet to capitalise on one of the year’s biggest mixed martial arts events and the surge in global fan engagement and betting activity that accompanies it.
As part of the agreement, McGregor will front 1xBet’s international marketing campaigns across digital platforms, advertising, social media and exclusive fan engagement initiatives. The partnership is designed to strengthen the operator’s global brand presence while leveraging McGregor’s enduring popularity as one of combat sports’ most recognisable athletes.
Despite spending several years away from active UFC competition, McGregor remains among the sport’s biggest commercial draws. The former featherweight and lightweight champion has headlined multiple record-breaking pay-per-view events throughout his career, with his global appeal continuing to attract brands seeking to connect with sports audiences across key international markets.
For 1xBet, the agreement reinforces its strategy of partnering with globally recognised sporting personalities and premium rights holders to expand its international footprint. The betting operator has steadily grown its sponsorship portfolio through partnerships across football, cricket and basketball, including extending its official betting partnership with Paris Saint-Germain until 2028, securing an exclusive alliance with the European Cricket Network, and becoming the global betting partner of the International Basketball Federation (FIBA).
The addition of Conor McGregor further strengthens that commercial portfolio while enhancing the brand’s visibility in combat sports ahead of a landmark UFC event. As anticipation builds for UFC 329, the partnership underscores the continued commercial value McGregor commands and highlights the role marquee athletes continue to play in driving brand awareness and customer engagement across the global sports betting industry.
