MelBet Partners names UFC star Kamaru Usman as brand ambassador

MelBet Partners & Affiliate has signed UFC welterweight champion Kamaru Usman as its new global brand ambassador, in a move aimed at strengthening its presence in key markets, including Africa.

Nicknamed “The Nigerian Nightmare,” Usman held the UFC welterweight title from 2019 to 2022 and is regarded as one of the sport’s most decorated fighters, with a record 15-fight winning streak in the division.

The partnership reflects MelBet’s core values of “strength, discipline, strategy, and leadership,” the company said, aligning Usman’s achievements in mixed martial arts with its own ambitions in the iGaming sector.

“If you look at all our ambassadors, you’ll notice we only form partnerships with those who share our values and ambitions. This can be reflected not only in their personal traits, but also in what they do outside the field, octagon, or court,” a MelBet Partners & Affiliates representative said.

Usman will feature in marketing campaigns, social media, local promotions, and partner events. His Nigerian heritage and global recognition are expected to boost brand visibility and trust in Africa, one of MelBet’s priority regions.

Melbet said the agreement will give affiliates new promotional tools and competitive advantages while underlining its goal of building long-term projects with partners worldwide.