Swedish online gaming operator Unibet has finalised an agreement to become the official betting partner of mixed martial arts competition, the Ultimate Fighting Championship (UFC).

The two-year partnership covers events held in the UK, Ireland, Scandinavia, Belgium, the Netherlands, France and Australia. It begins immediately ahead of the first European event of the year, UFC Fight Night London, due to take place tomorrow (March 8th) at London’s O2 Arena.

The fight is the first of a series of six events to be held throughout Europe, the Middle East and Africa.

The UFC said that the quality of Unibet’s iGaming offering set it apart from other operators, and the strength of the desktop and mobile products provided an ideal synergy with the business.

“This is a great opportunity for our fans to step into the world of the UFC in a new and engaging way,” Garry Cook, executive vice president and managing director of UFC EMEA commented.

“We are delighted to partner with one if the world’s fastest growing online betting companies,” Cook continued. “The UFC is hosting more events than ever internationally in 2014 allowing us to reach more potential fans across the globe.”

Unibet chief marketing officer Nils Anden said the operator was “very excited” to become the UFC’s official betting partner.

“The UFC has really established itself as a leader in both sports and entertainment, while Unibet has managed to do the same in the gambling sector,” Anden explained. “This is a match made in heaven.”

Anden revealed that Unibet was working on developing a range of exclusive bet offers for UFC events.

The UFC is owned by Zuffa LLC, a company owned by Frank and Lorenzo Ferttita, the brothers behind Ultimate Gaming owners Station Casinos. The operator has used the UFC to promote its Ultimate Poker brand in the US market.

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