TKO Group Holdings, the parent company of World Wrestling Entertainment (WWE) and Ultimate Fighting Championship (UFC), has signed a multi-year sponsorship agreement with SPRIBE, a software developer specialising in casino gaming.
The arrangement is around SPRIBE’s renowned casino crash game, Aviator, which has been successful in over 60 countries, with players gambling over $14 billion in December alone.
Expanding on this success, the arrangement with the UFC will see the Aviator logo appear on the Octagon canvas at all UFC events globally. The collaboration also includes integrated social media advertising and customised premium hotel experiences.
Similarly, WWE will promote Aviator branding during certain key events in an effort to improve the game’s visibility to fans globally. Furthermore, the firms have discussed future cooperation, such as cross-promotions, content integrations, and co-branded campaigns.
Nicholas Smith, VP of Global Partnerships for TKO Group Holdings, commented, “We’re thrilled to expand our partnership with SPRIBE across both UFC and WWE. Much like UFC and WWE, Aviator is a pioneer in its own industry, reshaping the igaming landscape with innovative, immersive, and engaging consumer experiences. Together, UFC and WWE provide brands with access to one of the most formidable marketing portfolios in sports, and we’re looking forward to working with SPRIBE to design custom integrations within our content that will help them reach millions more consumers around the world.”
The UFC has already worked with the igaming firm. In 2023, the two struck a similar partnership that included the SPRIBE logo on select UFC Pay-Per-Views and Fight Nights. SPRIBE appears to have timed its renewal with TKO Group Holdings well, possibly winning the jackpot with WWE’s involvement.
WWE RAW, the organisation’s flagship show, had its Netflix debut earlier this month, and both fans and the company were pleased with it. According to VideoAmp, the premiere event reached an average of 2.6 million US homes, representing a 116% increase over RAW’s 2024 average of 1.2 million.
This collaboration also allows SPRIBE to reach the critical 18-48 demographic, which allegedly doubled after the show’s Netflix launch.
