1xBet partners with Conor McGregor ahead of UFC 329 global campaign

The global betting brand 1xBet has announced a long-term marketing partnership with former two-division UFC champion Conor McGregor, strengthening the company's international promotional strategy ahead of one of the year's most anticipated mixed martial arts events.

The collaboration brings one of the sport's most recognisable athletes into the 1xPartners affiliate programme. According to the announcement, the agreement is designed to support 1xBet‘s global marketing efforts while providing affiliates with new promotional opportunities linked to major UFC events.

The announcement comes ahead of UFC 329, where McGregor is scheduled to face Max Holloway in a rematch that follows their first UFC meeting in 2013. The original contest played an important role in the careers of both fighters, making the upcoming bout a significant moment for MMA fans worldwide.

Conor McGregor remains one of MMA's biggest names

Few athletes have had the commercial impact on mixed martial arts that Conor McGregor has achieved during his professional career. The Irish fighter became the first athlete in UFC history to simultaneously hold titles in two weight divisions, helping raise the profile of the organisation across international markets.

Beyond his sporting achievements, McGregor has consistently attracted global media attention through headline events, large pay-per-view audiences and high-profile rivalries. His appearances have regularly generated significant public interest, making him one of the most recognised figures in combat sports.

While his competitive career has experienced periods of inactivity because of injuries and other commitments, McGregor continues to be among the sport's most marketable personalities. His name remains closely associated with some of the UFC's highest-profile events.

The latest agreement reflects that continued commercial appeal and highlights the value major sports personalities can bring to international marketing campaigns.

Partnership supports 1xBet's global marketing strategy

According to 1xBet, the collaboration is intended to strengthen its worldwide brand visibility while supporting growth within the company's affiliate network.

The operator stated that McGregor will become a long-term ambassador connected with the 1xPartners programme, allowing affiliates to build campaigns around major MMA events and one of the sport's most recognisable competitors.

The company believes the partnership can help affiliates attract sports audiences in multiple regulated markets while expanding awareness of the 1xBet brand across international territories.

As with many sponsorship agreements involving elite athletes, the collaboration is expected to feature promotional campaigns across digital channels and sports-related marketing initiatives.

Focus turns to UFC 329

The announcement arrives shortly before UFC 329, which is scheduled to take place on 11 July.

The headline contest is expected to feature a rematch between Conor McGregor and Max Holloway, more than a decade after their first meeting inside the UFC Octagon.

Their initial fight took place in 2013 when both competitors were still establishing themselves within the organisation. Since then, each has gone on to become one of the UFC's most accomplished athletes.

The scheduled rematch has attracted considerable attention because of the fighters' respective achievements over the past decade and the historical significance of their first encounter.

While expectations remain high among fans, the sporting outcome will ultimately be decided inside the cage.

Benefits highlighted for 1xPartners affiliates

Alongside the marketing announcement, 1xBet outlined several features available through its 1xPartners affiliate programme.

According to the company, affiliates can access competitive revenue-sharing models, regular commission payments and a range of promotional and analytical tools designed to help optimise campaign performance.

The company stated that these resources are intended to assist affiliates in developing sports-focused marketing campaigns while reaching audiences interested in major international sporting events.

By incorporating McGregor into its promotional activities, 1xBet aims to provide affiliates with additional opportunities to engage sports audiences during high-profile UFC events and other international competitions.

Official statement

The company described the partnership in the following terms:

“Some names change the game. Conor McGregor is one of them. 1xBet announces a partnership with the UFC's first-ever double-champion, a global sports superstar and the man who forever transformed the world of mixed martial arts.

Not just a fighter. Not just a champion. McGregor is a phenomenon who helped turn the UFC from a niche sport into a global spectacle, driving record-breaking PPV sales, attracting worldwide media attention and engaging millions of fans. Every time the Irishman steps into the octagon, it becomes an international event.

The 1xPartners affiliate programme is getting a major boost. The legendary Notorious is now a long-term part of the 1xBet.”

The company also stated:

“For 1xBet, partnering with one of the world's most recognisable athletes creates new ways to reach a global audience, strengthens the brand's international presence and gives 1xPartners affiliates additional opportunities to scale sports traffic. Our affiliate programme offers competitive monetization terms, including up to 50% RevShare, regular payouts and a comprehensive suite of modern tools. This helps to consistently deliver strong conversion and engagement rates worldwide.”

It added:

“For 1xPartners affiliates, this is a chance to become part of a large-scale project, leverage one of the most recognisable athletes' incredible media influence, work with the hottest traffic from the biggest UFC events and continue growing with 1xBet.

Join the 1xPartners affiliate programme and become part of a story that's just beginning.”

Responsible gambling reminder

The promotional campaign includes a reminder that the services referenced are intended only for users in jurisdictions where they are legally available.

The campaign also states that participation is restricted to adults aged 21 and over and encourages customers to gamble responsibly in accordance with applicable laws and regulations.

Conclusion

The partnership between 1xBet and Conor McGregor represents another example of major betting brands working with globally recognised sports personalities to increase international visibility. By aligning with one of mixed martial arts' most well-known figures ahead of UFC 329, the company aims to strengthen its marketing strategy while creating additional promotional opportunities for members of the 1xPartners affiliate programme.

Although the commercial agreement is centred on marketing rather than sporting competition, its timing reflects the continued global interest surrounding McGregor's return to headline UFC events. As the campaign develops, affiliates and sports audiences alike will be watching how the collaboration is integrated into future promotions.

FAQs

What is the focus of the partnership between 1xBet and Conor McGregor?
The partnership is a long-term marketing collaboration intended to strengthen 1xBet's global brand presence and support promotional activities through the 1xPartners affiliate programme.

Who is Conor McGregor?
Conor McGregor is a former two-division UFC champion and one of the most recognisable athletes in mixed martial arts.

What is UFC 329?
UFC 329 is an upcoming UFC event scheduled for 11 July that is expected to feature a rematch between Conor McGregor and Max Holloway.

Why is the McGregor and Holloway rematch significant?
The fighters first met in 2013 and both have since become major figures in the UFC, making the rematch an important event for MMA fans.

What is 1xPartners?
1xPartners is the affiliate marketing programme operated by 1xBet that allows partners to promote the brand and earn commissions under its programme terms.

How does the partnership benefit affiliates?
According to 1xBet, affiliates will gain additional promotional opportunities connected with major UFC events and marketing campaigns involving Conor McGregor.

Does the partnership affect UFC competition?
No. The announcement relates to a commercial marketing agreement and does not influence sporting competition.

Is the campaign available in every country?
No. The campaign is intended only for jurisdictions where the relevant services are legally available.

Does the promotion include responsible gambling messaging?
Yes. The campaign reminds users that participation is restricted to eligible adults and encourages responsible gambling.

Why do betting companies partner with high-profile athletes?
Such partnerships are commonly used to increase brand awareness, expand audience reach and support marketing campaigns across international markets.