Mixed martial arts continues to attract major brand investment, and this past weekend was a busy one for sweepstakes platform Legendz.
While Renato Moicano submitted Chris Duncan by rear-naked choke in the second round at UFC Fight Night in Las Vegas, Legendz was also wrapping up its title sponsorship of the Hyrox Miami Beach fitness racing event, marking a significant weekend of live sports activations for the brand.
The timing aligns with a significant shift in how UFC content reaches fans and how brands are committed to gaining exposure with a core audience.
Legendz Moving Into the MMA Spotlight
As UFC moves to capture more mainstream audiences, brands like Legendz continue to expand its MMA presence to capitalize on the sport’s growing popularity.
Legendz is the official partner of “On Paper with Anthony Smith,” a weekly podcast from UFC Fighter Anthony Smith. Episodes invite listeners to “test” their UFC knowledge with Legendz and link to the site. Similar partnerships have popped up around the UFC and MMA ecosystem, including a recent deal with Polymarket. This reinforces Legendz’ commitment to building its audience.
Legendz has increasingly aligned itself with MMA-focused media and communities, embedding the brand directly into the content fans already consume. This strategy allows the company to reach highly engaged audiences without relying on traditional advertising channels.
These sites typically pair live sports sponsorships with targeted promotional pushes. Legendz ran a promo code offer during the Moicano vs. Duncan fight weekend, giving new players 500 Gold Coins and up to 103 Sweeps Coins.
Legendz is not alone in recognizing the UFC as a prime marketing channel for gaming brands. In March 2026, bet365 was named the UFC’s official sports betting partner in the US and Canada, replacing DraftKings which had held the position since 2021. Polymarket, the prediction market platform, also holds a promotional partnership with the UFC.
With 700 million fans worldwide and 43 live events annually, the UFC has become one of the most active sports properties for gaming and wagering brands seeking engaged audiences.
UFC Paramount+ Deal Benefits Advertisers
In August 2025, UFC and Paramount announced a seven-year exclusive media rights deal. The agreement gave Paramount exclusivity on all UFC events in the US, including the full slate of 13 marquee events and 30 Fight Nights. Select events will also air on CBS as part of the deal.
The agreement marked a major shift from the UFC’s typical Pay-Per-View model. Now, UFC events are available for Paramount+ subscribers with no additional fees or add-on subscriptions.
At the time of the deal, Ariel Emanuel, Executive Chair and CEO of UFC’s parent company TKO, said: “This is a milestone moment and landmark deal for UFC, solidifying its position as a preeminent global sports asset. Our decade-long journey with UFC has been defined by continuous growth and expansion, and this agreement is an important realization of our strategy. We believe wholeheartedly in David’s vision and look forward to being in business with a company that will prioritize technology as a means to enhance storytelling and the overall viewing experience.”
Industry analysts noted that the shift could reshape how fans engage with fight nights, turning UFC events into more routine, subscription-based viewing rather than one-off premium purchases. For platforms like Paramount+, the deal also adds a consistent stream of live sports content, which can drive subscriber retention.
UFC Freedom 250 Will Put MMA Sponsorships in the Spotlight
The brand-building value of MMA partnerships is set to grow considerably. UFC Freedom 250, scheduled for June 14 on the South Lawn of the White House, will headline Ilia Topuria defending the lightweight title against Justin Gaethje, with Alex Pereira challenging for the interim heavyweight belt in the co-main event.
The event, which coincides with the 250th anniversary of American independence, will air on both Paramount+ and CBS, with up to 85,000 spectators expected at The Ellipse for a public viewing. It is expected to be the most-watched UFC event in the promotion’s history.
For brands like Legendz, which has spent the first months of 2026 embedding itself into MMA media, the trajectory of the sport’s audience only points upward.