MelBet Partners & Affiliate has signed UFC welterweight champion Kamaru Usman as its new global brand ambassador. This strategic move aims to strengthen the company’s presence in key markets, including Africa. Known as “The Nigerian Nightmare,” Usman held the UFC welterweight title from 2019 to 2022. He has earned a reputation as one of the most decorated fighters in mixed martial arts. He achieved a 15-fight winning streak in his division. His dominance in the sport, along with his discipline, resilience, and leadership, makes him an ideal partner for MelBet’s growing ambitions in the global iGaming sector.

The collaboration reflects MelBet’s core values of strength, discipline, strategy, and leadership. By aligning with Usman, the company highlights the clear parallels between his achievements in the octagon and MelBet’s mission. The company aims to deliver high-quality, competitive, and responsible gaming experiences. A representative from MelBet Partners & Affiliates emphasized that the company carefully selects ambassadors who share its values and objectives. This alignment is evident in personal traits and in how ambassadors engage with their communities. It also shows in their professionalism and pursuit of excellence both inside and outside their professional arenas.
Under the partnership, Usman will feature prominently in marketing campaigns, social media initiatives, local promotions, and partner events. His Nigerian heritage and global recognition are expected to boost brand visibility, credibility, and trust. This impact will be especially strong in Africa, one of MelBet’s priority regions for growth and expansion.
The deal also provides MelBet’s affiliates with innovative promotional tools and distinct competitive advantages. Through this collaboration, the company aims to strengthen its global partnerships and develop long-term projects with affiliates worldwide.
By bringing Usman on board, MelBet reinforces its commitment to collaborating with figures who embody leadership, excellence, and determination. This partnership marks a significant milestone. It helps the company expand its global footprint, enhance brand awareness, and provide a better experience for both players and partners.