Aviator Creator Expands UFC Partnership With New TKO Deal

By Leon Travers

29 Jan 2025

Leon Travers 29 Jan 2025

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Spribe and TKO put pen to paper with new $45M deal
The new partnership extends Spribe’s relationship with the UFC while also welcoming the WWE
Aviator remains the number one Crash game with more than 40 million monthly players

The Sky’s the Limit With New Aviator-TKO Deal
Global Crash Gaming Domination
What Does $45,000,000 Get Spribe?

Spribe and the TKO Group have signed a 3-year $45M deal that will see Aviator’s logo appear at the biggest UFC and WWE events worldwide.

The Sky’s the Limit With New Aviator-TKO Deal

Spribe, the creator of the Crash game Aviator, and the Ultimate Fighting Championship penned their first partnership deal in October 2023. Since then, fans of the UFC have seen the iconic Aviator logo in the octagon.

This partnership was strengthened last week with the announcement of a new third-year deal that’s worth a mighty $45,000,000. Under the new agreement, Aviator will not only be promoted by the UFC but also the WWE, as both organizations are now controlled by the TKO Group.

Global Crash Gaming Domination

The bold step by Spribe to part with so much money is a testament to the success of Aviator, which took more than $14 billion in wagers during December 2024. Like the UFC, Spribe has mapped out a global expansion strategy.

Currently, Aviator has 43 million monthly users worldwide, including key markets like India, Brazil, and Africa. By reinforcing this partnership, Spribe hopes to break into the highly lucrative US market while also strengthening its position as the leading Crash game in Europe and Asia.

What Does $45,000,000 Get Spribe?

While there is no dispute that Aviator has had a major impact on the online gambling sector, $45 million dollars is still a lot of money for Spribe to pay for a single sponsorship deal, so what exactly do they get for their cash?

The Aviator logo will continue to be a prominent feature of the octagon canvas for all Fight Night and Pay-Per-View events
A minimum of two 30-second in-venue commercials at all international UFC events
Additional game branding before each round with UFC | Aviator logos and the wording Official Partners shown on the screen for viewers at home
Booths and placements at all UFC events to introduce Aviator to live audiences
Aviator branding at selected WWE events
Integrated social media posts and campaigns with both the UFC and WWE

Talking about the new deal, the Vice President of Global Partnerships for TKO, Nicholas Smith said, ‘We're thrilled to expand our partnership with SPRIBE across both UFC and WWE. 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.’

While David Natroshvili shared in a LinkedIn post, ‘A huge thank you to the amazing teams at UFC & WWE (TKO Group) for making this happen. This is just the beginning.’

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