Casino game developer Spribe has penned a multi-year partnership with TKO Holdings, the owner of WWE and UFC. 

The deal centers around Spribe’s flagship casino game, Aviator. The Aviator logo will appear prominently on the Octagon at every UFC event globally. Further, UFC will run Aviator-specific social media campaigns and host premium hospitality experiences. WWE will showcase branding only at select events. 

Spribe first partnered with the UFC in October 2023, featuring at select Pay-Per-Views and Fight Nights. The deal signed last week significantly expands the two parties’ sponsorship agreement. 

Nicholas Smith, Vice President of Global Partnerships for TKO Holdings, commented, “We’re thrilled to expand our partnership with SPRIBE across both UFC and WWE.” 

He continued, “Much like UFC and WWE, Aviator is a pioneer in its own industry, reshaping the iGaming landscape with innovative, immersive, and engaging consumer experiences. Together, UFC and WWE provide brands with access to one of the most formidable marketing portfolios in sports, and we’re looking forward to working with SPRIBE to design custom integrations within our content that will help them reach millions more consumers around the world.” 

Spribe has outlined the three main motivations behind its marketing strategy: 

Although Aviator is played in over 60 countries, Spribe sees the combined reach of WWE and UFC, which covers over 170 countries, as an opportunity to satisfy all three of its aims. The release reads, ‘WWE and UFC provide Spribe with an unmatched international platform to propel continued growth for Aviator.’ The company outlines that although it has had great success in emerging gambling markets such as Brazil and India, the United States of America remains a key target.

In addition to the aforementioned marketing activations, the deal has the potential for further cross-promotions, content integrations, and co-branded campaigns.

In November 2024, Spribe announced it had become the ‘Official Crash Game Partner’ of Italian football giant AC Milan. As part of the deal, Aviator was named AC Milan’s ‘Official Crash Game.’

Georgian land-based casino operator Aviator was awarded $330 million in damages after a court found copyright and trademark infringement by Spribe. Further, Spribe’s trademarks for its crash game were invalidated. Flutter-owned Georgian online casino Adjarabet was ordered to cease operations of the Aviator crash game. 

The company has outlined plans to “challenge Spribe trademarks worldwide,” with further invalidation action against the trademark filed with the European Union Intellectual Property Office.