MelBet Partners & Affiliates has confirmed a partnership with UFC legend Kamaru Usman, who has been named the brand’s new ambassador. 

The agreement is intended to support the affiliate programme’s international growth and strengthen the company’s presence in strategic markets such as Africa.

Usman’s career

Kamarudeen “Kamaru” Usman, nicknamed The Nigerian Nightmare, is one of the most accomplished welterweight fighters in UFC history. 

He held the championship from 2019 to 2022 and defended the title against some of the division’s toughest opponents during a record 15-fight winning streak. 

 The company cited how Usman has earned a reputation as one MMA”s most respected athletes through a disciplined and strategic approach to the sport.

MelBet Partners said that Usman’s appointment reflects qualities the company seeks to highlight across its affiliate network, including strength, discipline, strategy, and leadership. 

A spokesperson commented: “If you look at all our ambassadors, you’ll notice we only form partnerships with those who share our values and ambitions. This can be reflected not only in their personal traits, but also in what they do outside the field, octagon, or court.”

The company also noted that Usman’s Nigerian roots make him a particularly strong fit for one of its priority regions, Africa, where his profile resonates with local audiences. 

The partnership is expected to support marketing campaigns across social media, local promotions, and affiliate events, providing partners with additional tools to engage their audiences while increasing brand recognition.

UFC and betting partnerships

The deal also reflects a wider trend of collaboration between the UFC and the betting industry. Over the past decade, sports betting companies have increasingly worked with fighters as brand ambassadors. 

Bet365 signed a global deal with the UFC in 2021, while operators such as Stake.com have partnered with fighters including Israel Adesanya and Alexa Grasso. In the US, DraftKings acts as an official sportsbook partner of the UFC, integrating odds and promotional content into major events.

With Usman joining the operator, MelBet Partners aims to combine his influence and experience with its affiliate strategy to expand its reach and reinforce its commitment to regulated markets.