1xBet has expanded its footprint in mixed martial arts by signing rising Brazilian star Carlos Prates as its new brand ambassador in the Ultimate Fighting Championship (UFC). The deal marks another step in the company’s strategy to strengthen its presence in Brazil, one of the fastest-growing sports betting markets globally.
Backing a Rising UFC Contender
Carlos Prates has quickly established himself as one of the most exciting prospects in the welterweight division. Known for his aggressive fighting style and composed approach inside the cage, he has earned the nickname “The Nightmare.”
With six knockouts in seven UFC appearances—including a rare streak of four consecutive one-punch knockouts—Prates boasts a finish rate of over 80%, making him one of the most dangerous fighters in his division.
Building a Global Brand Through the UFC
Through this partnership, 1xBet aims to support Prates in developing his personal brand while showcasing Brazilian talent on the global stage. Competing in the Ultimate Fighting Championship provides exposure to millions of fans worldwide, aligning with the company’s ambition to connect with a broader international audience.
Prates welcomed the partnership, highlighting his pride in representing Brazil and his determination to pursue a championship title with the backing of the brand.
Strategic Expansion in Brazil’s Sports Market
According to company representatives, the collaboration is designed as a long-term initiative to strengthen 1xBet’s position in Brazil. By combining its digital acquisition capabilities with the growing popularity of Carlos Prates, the brand aims to deepen engagement with local sports audiences.
At the same time, the partnership reinforces the operator’s broader strategy of aligning with high-profile, charismatic athletes who can resonate with fans and elevate brand visibility.
Strengthening the Wider Brand Ecosystem
Beyond brand exposure, the deal also supports the wider 1xBet ecosystem, including its affiliate network, which spans more than 150 countries. By leveraging athlete partnerships, the company continues to build stronger connections between sports, entertainment, and its global user base.
Overall, the signing of Carlos Prates highlights how betting operators are increasingly turning to athlete-driven partnerships to expand market reach, particularly in high-growth regions like Brazil.
