Geoff Burke-USA TODAY Sports
Ultimate Fighting Championship (UFC) is partnering with fellow Endeavor-owned property, IMG Arena, to create the promotion’s UFC Event Centre, a new gambling product that will introduce live betting and in-round wagering to sportsbooks around the world.
For a small licensing fee, of course.
“The product will feature more than 50 betting opportunities per bout, including 20 new types of wagers updated in real time,” Eben Novy-Williams wrote for Bloomberg. “These live, or in-game, bets are a lucrative area of betting, but they’ve been less prevalent in MMA because the action is fluid and many of the statistics are subjective.”
In the old days, you would gather ‘round the boob tube and take a shot every time Jon Fitch spammed a takedown. These days, you can actually bet money on it, as well as wager how many knockdowns are registered, how long the fight stays on the ground, and so much more.
Because we all need new and creative ways to lose our money.
“The UFC Event Centre and its official data feed will be a game changer for how UFC fans engage with our events through sportsbooks and gaming operators,” said UFC President Dana White (via SBC Americas). “We have the most passionate, die-hard fans of any sport, and they’re going to love the option to place bets live during a fight. Betting operators are also going to love this product because, unlike other sports, UFC has no off season. The action will be non-stop for fans and sportsbook operators.”
The profit for UFC will be non-stop, as well.