Former UFC champion Conor McGregor has become the official global ambassador of 1xBet.

Not just a fighter. Not just a champion. McGregor is a phenomenon who helped turn the UFC from a niche sport into a global spectacle – driving record-breaking PPV sales, attracting worldwide media attention and engaging millions of fans.

Every time the Irishman steps into the octagon, it becomes an international event. The 1xPartners affiliate programme is getting a major boost. The legendary Notorious is now a long-term part of the 1xBet.

This partnership carries special importance ahead of UFC 329, which takes place on July 11. The main event will feature a rematch between Conor McGregor and Max Holloway, 13 years after their first meeting. Their 2013 bout marked a turning point in both fighters’ careers, and the upcoming clash is already being described as the most anticipated MMA event in recent years.

For 1xBet, partnering with one of the world’s most recognisable athletes creates new ways to reach a global audience, strengthens the brand’s international presence and gives 1xPartners affiliates additional opportunities to scale sports traffic. The affiliate program offers competitive monetisation terms, including up to 50% RevShare, regular payouts and a comprehensive suite of modern tools. This helps to consistently deliver strong conversion and engagement rates worldwide.

For 1xPartners affiliates, this is a chance to become part of a large-scale project, leverage one of the most recognisable athletes’ incredible media influence, work with the hottest traffic from the biggest UFC events and continue growing with 1xBet.

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HLTV will stage the HLTV Awards presented by 1xBet in Belgrade, Serbia on January 9, 2027, returning to the Sava Center. The company said more than 1,000 players, industry professionals, creators, and fans are expected to attend.

HLTV also confirmed Dust2 creator David Johnston will feature as an award announcer. HLTV linked the booking to the 25th anniversary of Dust2.

For 2026, HLTV is updating its Hall of Fame process and eligibility rules. Four players will be inducted again, with “at least two and up to three” slots reserved for players from the Counter-Strike 1.6 and early eras. HLTV also removed the former “neo rule,” allowing players to be inducted for their playing careers even if they remain active in other roles such as coaching.

HLTV is adding a Lifetime Achievement Award, which will be decided by the Hall of Fame Board. The ceremony will also move Community Awards onto the main stage show for the first time, rather than the pre-show segment.

Separately, HLTV will kick off the 2027 Awards season with an invite-only “HLTV Awards by 1xBet Launch Party x GRID” in Cologne during the Major. HLTV said industry members can apply for an invite to the ceremony via its awards page.

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1xBet has announced the signing of a contract with one of the most charismatic fighters in modern MMA, UFC light heavyweight champion Jirí Procházka. The partnership brings together a global betting leader and a top-level athlete, whose path is a true statement of inner strength, warrior philosophy and freedom of choice.

When a fighter steps down from the championship stage due to an injury but finds the strength to return and fight for the top again, that is a story of strong character. 1xBet chose exactly this kind of ambassador: a person who inspires millions not only with victories, but also with a unique worldview known as the “Way of the Conscious Warrior.”

Jirí Procházka is the first Czech fighter in history to win a UFC title. With a height of 193 cm and an arm span of over 200 cm, he dominates at range, turning every fight into a high-level art of attack. His style is unconventional and aggressively spectacular. In 2022, he forced the legendary BJJ master Glover Teixeira to submit with a dramatic submission, writing his name into the history of the most prestigious MMA promotion.

In 2026, Procházka, known as the “Czech Samurai”, reaches peak form while remaining at the top of the light heavyweight division. His bushido philosophy, study of Miyamoto Musashi’s works, and meditation make him a true thinker in the cage. He has no tattoos, listens to classical music as well as Rammstein, and instead of resting, he prefers survival rituals in the Amazon jungle. This is an ideal partnership with a brand that values individuality and the fighter’s strong will.

On 11 April, the new 1xBet ambassador will step into the fight for the vacant light heavyweight title against Carlos Ulberg. This bout will be the main event of UFC 327 in Miami and will determine the new king of the division.

“Following the signing of Carlos Prates, we continue to strengthen our presence in the UFC. Jirí is not just a former champion, but a fighter with a unique philosophy and style that truly sets him apart,” said 1xBet representative Simon Westbury.

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