UFC partners with Adjarabet in multiyear Georgia deal

UFC has signed a multiyear deal with Adjarabet, an online sports betting operator, making the company its official partner in Georgia.

The agreement brings former bantamweight champion Merab Dvalishvili, featherweight Giga Chikadze, and middleweight Roman Dolidze on board as brand ambassadors. All three fighters are Georgian.

Adjarabet's history promoting UFC in Georgia

Nino Gujabidze, PR Director at Adjarabet, told UFC.com the company backed the promotion early. "Years ago, we were one of the first to champion UFC for the Georgian audience—one of the first to believe that this sport would find its true home in Georgia," she said. The partnership includes social media collaboration and co-branded content aimed at Georgian fans.

Nicholas Smith, Senior Vice President of Global Partnerships at TKO, said the deal is designed to create more interaction for fans in the region. Adjarabet will work with UFC on engagement initiatives tied to fight action.

Georgia has produced a growing roster of UFC talent in recent years. Dvalishvili held the bantamweight title until his recent loss at UFC 311.

Source: ufc.com