Adjarabet Lands Official UFC Role in Georgia — Ufc Today
Ufc today brought a new commercial link to Georgia. UFC announced a multiyear agreement with Adjarabet, making the online sports betting company the Official Partner of UFC in the country.
The move adds three Georgian UFC athletes as brand ambassadors. Merab Dvalishvili, Giga Chikadze and Roman Dolidze are now tied to the deal, giving Adjarabet a fighter roster that already has reach with local fans.
Nicholas Smith On The Deal
Nicholas Smith, senior vice president of global partnerships at TKO, said, “UFC is excited to welcome Adjarabet to our roster of partners,” and added, “This relationship with Adjarabet is about elevating the fan experience by working together to create more excitement, more interaction, and more ways for fans to connect with UFC.” He also said, “We look forward to building on the incredible passion for MMA that exists across Georgia.”
The partnership goes beyond a title on paper. UFC said Adjarabet will collaborate with it on social media content, with co-branded content and other features included in the agreement. That gives the company a direct role in how UFC reaches fans in Georgia, not just a marketing line on a page.
Georgia And UFC Athletes
Adjarabet has already tied itself to Georgian fighters. Dvalishvili is a former UFC bantamweight champion, Chikadze fights at featherweight, and Dolidze competes at middleweight. Those names give the partnership built-in recognition in a market where the promotion said the passion for MMA runs deep.
Nino Gujabidze, Adjarabet’s PR director, said, “We are proud to announce that Adjarabet has become an official partner of UFC.” She added, “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.”
Gujabidze said, “Today, that journey reaches a new and important milestone as our commitment evolves into our first official partnership with UFC.” She called it “a powerful continuation of the support we have provided to the sport's growth,” and said, “From standing by Georgia's biggest stars to growing alongside them, this marks the next major step on a path we have dedicated ourselves to from the very beginning.”
For UFC, the practical gain is clear: one official partnership in Georgia, three local ambassadors, and a channel for co-branded content aimed at fans who already know the fighters by name. For Adjarabet, the deal turns a long-running relationship with UFC into a formal role inside the sport’s Georgian market.
