Casino Sponsorships in MMA: Why Some Fighters Get Deals, and Others Don’t

Many fans of MMA watch the sport for the thrill of the fight and to cheer on their favorite athlete. However, not many are aware that the show and win money these fighters receive is often not enough to keep them afloat as a professional. As with most other sports, MMA fighters require sponsors from large brands, and in this sector, one sponsorship type stands as a gold ticket of sorts. These are casino sponsors that help some of the biggest names in the industry supplement their income. Of course, these deals are more than just money, with an emphasis placed on brand alignment and marketability.

For one, reputation plays a big role in the sponsorship business. The more reputable a casino brand is, the higher they can aim when it comes to their pick of fighters to choose from. Generally, with online casinos (or brands that have online counterparts), it is easier to gain footing and showcase reliability within the platform. This can be done through the features, bonuses, or even payment rails. For example, some of the best PayPal casinos allow for fewer restrictions, fast payments, and bonus flexibility. In turn, this helps elevate the brand’s reputation, positioning itself as having a frictionless image.

Naturally, more fighters would want to be associated with said brand. However, this is where things get tricky, as the brand needs to choose carefully. When a brand chooses an athlete, it means they are now tied to this fighter, which can be risky if they turn out to be problematic (think Conor McGregor or Jon Jones). Instead, stability and reliability are prioritized, which is where the “clean versus rebel image” comes into play. It is very common for fighters who are considered safe to land large brand deals, as these companies (and other well-known celebrities) are willing to put their trust in these athletes.

Basically, they are corporate-friendly. In comparison, high-risk fighters who have media and industry attention on them at all times tend to make (especially traditional) casino or betting brands nervous. One wrong move, comment, or action from these fighters can cause the brand irreparable damage. Beyond that, these sponsors also factor in impressions over submissions (e.g., Jake Paul versus Anthony Joshua). This means that a Top 5 contender with no social media presence is going to present as less valuable than a weaker fighter with a huge social media following (think Khabib Nurmagomedov or Charles Oliveira with 9 to 42 million followers).

Sean O’Malley is a great example of this, where he is a fighter and an influencer, building his own image with a likable persona on social media. This completely changed the sponsorship blueprint. Lastly, a fighter’s location plays an important role, as well. Specifically, fighters (no matter how good or influential they are) based in countries where gambling is prohibited lose out on these brand deals. A good example of this is how the UFC has its own kit restrictions that limit the types of casino deals that are made.

While the hype and cheering surround the fighters in the cage, a secondary fight is happening in the background. Casino sponsorships are a complicated business, which is why the best fighter isn’t always the one with the biggest bank account.