BC Game renews Colby Covington ambassador partnership

The online casino and sports betting operator BC Game has appointed Colby Covington, a mixed martial arts fighter, to serve as its global brand ambassador. This extends a tie-up that started in 2024, according to the company. BC Game stated that Covington's duties will cover digital campaigns, fan activations and sports entertainment content for an international audience.

The deal calls for Covington to appear in co-branded promotions and behind-the-scenes content, and to take part in community events tied to major combat sports matchups across the year. According to BC Game, the arrangement fits its approach of engaging sports audiences via athlete collaborations and sports-related entertainment while it grows its global presence.

Covington's first stint as a BC Game brand ambassador dates to 2024. The company said the new deal comes after he kept competing in freestyle wrestling and grappling once his UFC career ended.

BC Game chief executive Ali “Ako” Muhanned announced the appointment, his first ambassador announcement since taking the role. “I am happy to bring Colby back into the BC Game family, especially with his new grappling and viral moments in Real American Freestyle,” he said. “He is a hard-working person, and that is important to me at BC Game. Famous, but most importantly, hard-working people that are easy to work with.”

BC Game described Covington as bringing an international fan base and a wrestling and mixed martial arts background to the brand. The company announced the appointment in a post on 28 October 2026.