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SCCG Partners with SFT Combat to Unlock Sports Betting Sponsorships for Brazil’s Largest MMA League

Published

1 year ago

February 10, 2025

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SCCG Management, a global leader in gaming advisory and sponsorship development, has announced a strategic partnership with SFT Combat, Brazil’s premier mixed martial arts (MMA) organization, to facilitate betting sponsorship opportunities within Brazil’s rapidly growing sports betting market.

SFT Combat has redefined the landscape of combat sports in Brazil, boasting the largest roster of top-ranked national fighters and an unmatched commitment to fair, balanced matchups. The promotion stands as the only combat sports event in Brazil to air the entire fight card on free-to-air network television, providing unparalleled continuity and exposure. This approach allows fans to follow fighters’ careers from their early bouts to championship moments, creating deep connections with the athletes and elevating the sport’s reach.

With over 160 fights broadcasted, 77 hours of televised content, and a nationwide audience that has averaged 1.4 million weekly viewers—peaking at 2.5 million—all in 2024, SFT Combat has solidified itself as a dominant force in Brazilian sports entertainment. It has also introduced a new level of high-intensity combat with SFT Xtreme, a striking-only discipline featuring 100% stand-up action with no wrestling or ground fighting, which has quickly become a fan favorite. Some believe its adrenaline-fueled format has the potential to surpass MMA in mainstream popularity.

Through this partnership, SCCG Management will leverage its expertise in the Brazilian gaming market to connect SFT Combat with leading sports betting operators and brands. SCCG has a proven track record of securing high-impact sponsorship deals across sports, with partnerships that include the Cincinnati Bengals, Colorado Rockies, Hendrick Motorsports, and Pillow Fight Championship. By tapping into SCCG’s global network and industry expertise, this collaboration will drive new revenue opportunities and enhance the commercial appeal of combat sports in Brazil.

Stephen Crystal, Founder & CEO of SCCG Management, stated: “Brazil is one of the most exciting and rapidly evolving sports betting markets in the world, and combat sports hold a special place in its culture. Our partnership with SFT Combat allows us to bring top-tier betting brands into this thriving ecosystem while ensuring sponsorships are strategically aligned with the promotion’s elite-level competition and massive television audience. SCCG specializes in securing the right partners for the right opportunities, and we’re thrilled to help drive SFT Combat’s sponsorship growth in the gaming sector.”

David Hudson, President of SFT Combat, commented: “I am absolutely thrilled about this groundbreaking partnership! Brazil isn’t just a country—it’s the powerhouse exporting the finest MMA talent outside the US. With a roster of world-class fighters, our nation is uniquely positioned to host events that captivate the global stage. This alliance is a pivotal step, one that will not only showcase our unmatched talent but also propel us towards creating truly world-class events. Together, we’re redefining the future of combat sports!”

SFT Combat has thrived under David Hudson’s leadership for the past six years, during which he has transformed the promotion into a media powerhouse. Before assuming the presidency, Hudson honed his craft at Swen Group, SFT’s parent company, where he earned accolades as an award-winning producer in film and video production. His innovative approach and entertainment-driven vision have reshaped the spectacle of combat sports, setting SFT apart from traditional fight promotions.

SCCG Management brings unparalleled experience in navigating regulatory landscapes, structuring high-value sponsorship agreements, and maximizing brand exposure for sports properties. Through this collaboration, SCCG will support SFT Combat in identifying and securing sponsorships that align with its brand, determining the value of key sponsorship assets, and developing long-term strategic partnerships that go beyond traditional sponsorships to include co-development and revenue-sharing opportunities. As the Brazilian sports betting market continues to expand, this partnership positions SFT Combat as a premier platform for operators looking to engage with one of the country’s most passionate fan bases.

The post SCCG Partners with SFT Combat to Unlock Sports Betting Sponsorships for Brazil’s Largest MMA League appeared first on Gaming and Gambling Industry in the Americas.

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eSports

Esports Foundation names Faker Game Ambassador for EWC and ENC through 2028

Published

2 hours ago

July 15, 2026

Wladimir P.

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Lee “Faker” Sang-hyeok joins Cristiano Ronaldo and Magnus Carlsen in the Esports Foundation’s Ambassador Program.

The Esports Foundation (EF) has appointed Lee “Faker” Sang-hyeok as a Game Ambassador for the Esports World Cup (EWC) and Esports Nations Cup (ENC) through 2028, the organization said on July 15, 2026 in a statement issued from Riyadh and Paris.

EF said Faker joins Cristiano Ronaldo, listed as the Foundation’s Global Ambassador, and Magnus Carlsen as part of the Esports Foundation Ambassador Program. The Foundation said Faker will represent “the perspective of esports players” across its international events, athlete initiatives, media engagements and leadership forums.

“You can’t talk about esports without mentioning Faker. He is the defining athlete of competitive gaming: a champion whose excellence, discipline and longevity have inspired an entire generation,” said Ralf Reichert, Chief Executive Officer of the Esports Foundation. “As our Game Ambassador, Faker represents something fundamental to the Ambassador Program: esports creates its own global sporting icons. Across EWC, ENC and NGSC, he will help ensure that the players who built this sport have a voice in shaping where it goes next.”

Faker said: “Competition has shaped my life, and I am proud to join the Esports Foundation as Game Ambassador. I want to continue competing for the biggest titles with T1 while representing the players and fans who have helped esports grow worldwide. Through the Esports World Cup, Esports Nations Cup and the Foundation’s wider platforms, I hope to inspire the next generation to pursue excellence, remain resilient and believe in how far competitive gaming can take them. There is still much more to achieve.”

EF highlighted Faker’s competitive record, describing him as a six-time League of Legends World Champion, EWC 2024 winner, two-time MSI champion and ten-time domestic champion with T1. The Foundation also said Faker became the first esports athlete to receive the Blue Dragon Medal in 2026, describing it as the Republic of Korea’s highest sporting honor awarded by President Lee Jae-myung.

The post Esports Foundation names Faker Game Ambassador for EWC and ENC through 2028 appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Brand Partnerships

Midnite signs as Middlesbrough FC principal partner for 2026/27 season

Published

9 hours ago

July 15, 2026

Wladimir P.

midnite-signs-as-middlesbrough-fc-principal-partner-for-2026/27-season

Midnite has agreed a partnership with Middlesbrough FC that will see the UK bookmaker become the club’s principal partner and front-of-shirt sponsor for the 2026/27 campaign, which Middlesbrough describes as its landmark 150th season.

The companies announced the deal alongside a fan activation at Riverside Stadium on Thursday, July 9, branded “This Season’s On Us”. The initiative offered supporters prizes including 2026/27 season tickets, 2026/27 shirts, match tickets, or a £25 club shop voucher, with fans required to answer Middlesbrough trivia and complete a football challenge.

Middlesbrough former players Craig Hignett and David Wheater attended the event, and, according to the company, took bonus attempts on behalf of participants who missed out.

Andrew Mook, Midnite’s Head of Brand Marketing, said:

“Middlesbrough have a storied history and we’re delighted to announce this partnership during such a monumental year with the club celebrating their 150th anniversary.

“It was great to see so many Middlesbrough fans at the “This Season’s On Us” activation, we hope they enjoyed taking part and meeting club legends, with David Wheater hitting top bins on several occasions and allowing fans to win big with season tickets.

“We can’t wait to get to Riverside Stadium in August to kick-off a new season and we’re excited to say that we have plenty of new and captivating campaigns planned.”

Lee Fryett, Middlesbrough FC Chief Commercial Officer, added:

“We’re delighted to welcome Midnite as our new Principal Partner.

“We’re looking forward to working closely with Midnite to develop engaging campaigns, content and unique experiences that bring our fans even closer to the club.

“We’re confident this partnership will provide real value for our supporters while supporting our ambitions both on and off the pitch.”

The post Midnite signs as Middlesbrough FC principal partner for 2026/27 season appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

AGCO

ThrillTech secures AGCO supplier licence for Ontario launch

Published

9 hours ago

July 15, 2026

Wladimir P.

thrilltech-secures-agco-supplier-licence-for-ontario-launch

ThrillTech has been awarded a Gaming-Related Supplier licence by the Alcohol and Gaming Commission of Ontario (AGCO), clearing the company to launch in Ontario’s regulated market.

The licence allows ThrillTech to deploy its opt-in side bet jackpots technology with regulated online casino, sports betting and lottery operators across the province.

Benjamin Bradtke, Co-Founder of ThrillTech, said: “Securing our AGCO licence is a major step in our mission to transform how jackpots are delivered at scale across regulated markets. This latest certification is testament to our robust technology and trusted compliance frameworks, allowing us to continue our global growth trajectory. We are thrilled to bring our proven, compliant jackpot technology to Ontario, empowering locally licensed operators to uplift revenue without cannibalising existing spend.”

The company said its “ThrillPots” mechanics sit as an independent, player-funded side bet and do not alter the underlying game’s return-to-player mathematics.

ThrillTech said the Ontario approval enables its existing multinational partners that also operate in the province to launch its side bet jackpots locally, while it also holds talks with potential new operator partners. The company lists its regulated footprint as including the United Kingdom, Sweden, the Netherlands, Romania, Malta, Gibraltar, Brazil and Peru.

The post ThrillTech secures AGCO supplier licence for Ontario launch appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.