UFC to launch NFTs through Crypto.com

In July, Crypto.com became UFC’s first-ever global Official Fight Kit Partner

UFC championship belt                                 
Ultimate Fight Championship belt – Photo: Shutterstock

Mixed martial arts organisation Ultimate Fighting Championship (UFC) and Crypto.com the world’s fastest-growing cryptocurrency platform, which has a self-declared mission to “accelerate the world’s transition to cryptocurrency” has announced an expansion of their partnership and will launch an exclusive series of UFC non-fungible tokens (NFTs).

In July, UFC and Crypto.com signed a multi-year agreement that meant Crypto.com would place its branding on fight kits worn by UFC athletes during competitions, as well as on clothing (shorts, sports bras and hoodies) worn by training staff. It has also been integrated into UFC content on both linear and digital platforms, including live broadcasts, pay-per-views and UFC-owned social media channels.

Crypto.com will be offering a “wide variety” of UFC NFTs that will include unique fighter collections, fight night artwork, posters, championship belts and artists collaborations.

UFC athletes will receive 50% of UFC’s revenue from NFT sales. The UFC NFTs will be available on Crypto.com from 4 November, and will feature limited edition collectibles, such as championship belts and fighter posters based on the rematch between Kamaru Usman vs Colby Covington which takes place on the 6 November at Madison Square Garden in New York.  

“NFTs are an exciting expansion of UFC’s strong collectible marketplace”

Tracey Bleczinski, senior vice president of global consumer products of UFC said: “Crypto.com is an amazing partner and it speaks volumes about their ingenuity, foresight, and marketplace leadership that we are already expanding our relationship after only a few months. NFTs are an exciting expansion of UFC’s strong collectible marketplace and an innovative and authentic way for our passionate fans to stay connected to the UFC brand.”

Steven Kalifowitz, chief marketing officer at Crypto.com said: “UFC is the fastest growing sport in the world, and NFTs are simultaneously surging in popularity as fans look for new and unique ways to connect with the sport, the fighters and the broader UFC community. UFC has been an amazing partner, and we’re excited to expand our relationship while ensuring that the fighters themselves are benefitting directly, an integral part of our commitment to ensuring that crypto is a tool for financial empowerment for all.”

Matt Damon stars in Crypto.com’s new ad campaign

At the end of October, Crypto.com announced a new global brand and advertisement campaign starring actor Matt Damon.

The campaign is to air in over 20 countries and will formally introduce the platform to consumers around the world.

The advert, entitled ‘Fortune Favours the Brave’, stars Matt Damon and was directed by Oscar-winning cinematographer and director Wally Pfister. It was also produced by acclaimed film director David Fincher.

Further reading: NBA Philadelphia 76ers make Crypto.com official partner

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