• NFTs include athlete profiles, avatars and championship belts
  • Fighters to get 50% of revenue from NFT sales
  • UFC and Crypto.com signed initial ‘US$175m’ partnership back in July

The Ultimate Fighting Championship (UFC) has expanded its partnership with cryptocurrency platform Crypto.com, which will now include an exclusive line of non-fungible tokens (NFTs).

The latest agreement will see Crypto.com offer a wide variety of digital collectibles from the mixed martial arts (MMA) promotion, including unique fighter collections, fight night artwork, event posters, championship belts, avatars, artist collaborations, mystery boxes, and athlete profiles.

Furthermore, the new deal includes a licensing agreement for an exclusive series of UFC NFTs and a revenue share component, which will see UFC athletes receive 50 per cent of the promotion’s income from NFT sales.

The UFC NFTs will be available on Crypto.com from 4th November.

The two parties’ initial partnership was announced in July, which saw Crypto.com named the UFC’s first-ever global fight kit partner and cryptocurrency platform partner in a tie-up which CNBC reports is worth more than US$175 million over ten years.

“Crypto.com is an amazing partner and it speaks volumes about their ingenuity, foresight, and marketplace leadership that we are already expanding our relationship after only a few months,” said Tracey Bleczinski, the UFC’s senior vice president of global consumer products.

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“NFTs are an exciting expansion of UFC’s strong collectible marketplace and an innovative and authentic way for our passionate fans to stay connected to the UFC brand.”

Steven Kalifowitz, Crypto.com’s chief marketing officer, added: “UFC is the fastest growing sport in the world, and NFTs are simultaneously surging in popularity as fans look for new and unique ways to connect with the sport, the fighters and the broader UFC community.

“UFC has been an amazing partner, and we’re excited to expand our relationship while ensuring that the fighters themselves are benefitting directly, an integral part of our commitment to ensuring that crypto is a tool for financial empowerment for all.”

Elsewhere in the NFT space, the International Cricket Council (ICC) has partnered with Faze Technologies to create exclusive digital collectibles of memorable moments from the global cricket governing body’s events.

As well as the NFTs, the new platform will also engage with users through a variety of activations developed around marquee events, and the chance to win ‘once-in-a-lifetime’ opportunities.

Chess is also joining the NFT bandwagon with the announcement that the International Chess Federation (FIDE) has partnered with Ton Labs.

The team-up will see the rollout of the sport’s first global NFT marketplace, ChessNFT.com, which will launch on the Free Ton Network ahead of the upcoming FIDE World Championship in Dubai this November.

FIDE added that the launch will position it as the first-ever global sports federation to launch its own NFT marketplace.