Ultimate Fighting Championship (UFC) has expanded its commercial portfolio with the appointment of self-custodial finance platform Exodus as its first-ever official payments partner, marking a significant step in the organisation’s growing engagement with the digital finance and fintech sectors.
The long-term agreement creates a new sponsorship category for UFC and will provide Exodus with extensive exposure across the promotion’s global ecosystem. As part of the partnership, Exodus branding will be featured inside the Octagon at all UFC events in the United States, while also benefiting from integrations across event broadcasts, digital content, social media channels and other fan-facing assets.
The partnership will officially launch at UFC Freedom 250, the highly anticipated event scheduled to take place on June 14, 2026, on the grounds of the White House as part of celebrations commemorating the 250th anniversary of the United States. With UFC events broadcast to more than 210 countries and territories worldwide, the deal provides Exodus with a powerful platform to elevate awareness of its digital payments and financial services offerings among a global audience.
Nicholas Smith, Senior Vice President, Global Partnerships & Head of International, TKO, said, “Exodus has built a powerful global business by challenging convention and creating a brand that genuinely connects with modern consumers and the way they interact with finance and payments. That mindset makes them an ideal partner for UFC. As we continue to grow the reach and influence of UFC worldwide, partnerships with innovative companies like Exodus are exactly where we see the future heading.”
JP Richardson, CEO and Co-founder of Exodus, added, ”Exodus is UFC’s first-ever Official Payments Partner. Exodus will be inside the Octagon for America’s biggest cultural moments, starting on the White House lawn at UFC Freedom 250. With Exodus Pay, we’re building the future of how Americans use digital dollars without sacrificing control. We’re putting that future at the centre of a national celebration as part of this long-term partnership.”
Beyond branding and media rights, the collaboration will feature fan engagement initiatives centred around Exodus Pay. During the UFC Freedom 250 Fan Fest in Washington, D.C., fans will have the opportunity to participate in the UFC Striking Challenge, with top performers receiving payouts through Exodus Pay as well as exclusive co-branded merchandise.
The agreement further highlights the growing convergence of sport, financial technology and digital assets, while reinforcing UFC’s position as an increasingly attractive platform for brands seeking global reach and culturally relevant consumer engagement.
