The Stars Group’s flagship poker brand PokerStars has launched a new UFC-branded Spin & Go tournament as part of the operator’s exclusive global partnership with the mixed martial arts organization.

The UFC-branded Spin & Go is available to all PokerStars players other than those in Portugal and the Czech Republic, with additional UFC-branded products and rewards set for future release.

"It's been great to work on exciting, new and innovative ideas alongside PokerStars since our exclusive partnership went live," said Paul Asencio, UFC senior vice president of global partnerships. "UFC Spin & Go is a great example of how PokerStars are integrating our brand into their world and bringing exciting new products to our fans."

PokerStars became UFC's first-ever official poker partner at the end of last year, with the PokerStars brand to feature for the first time on the canvas of UFC's Octagon this weekend in Atlanta, Georgia, for the match-up between Max Holloway and Dustin Poirier.

This will be followed by the UFC fight between Rose Namajunas and Jessica Andrade in Rio de Janeiro, Brazil, on Saturday 11 May, as well as all Pay-Per-View events throughout the remainder of the year.

The PokerStars brand will also be broadcast around the world on exclusive digital advertising real-estate and across social media channels.

"UFC is the perfect pick for PokerStars," said Stars Interactive chief marketing officer Christopher Coyne. "UFC fans have a high propensity to engage in gaming and many of our players are fans of UFC.

“Our plan is to thrill as far and wide as possible with games, promotions, content and competitions that trigger passions and enhance the overall experience at PokerStars. We've so much in store. This is just the beginning."

Shares in The Stars Group Inc (TSX:TSGI) closed up 1.47 per cent at CAD$24.92 per share in Toronto Wednesday.