BC.GAME welcomes back Colby Covington as new global brand ambassador

Former interim UFC champion will represent the international gaming platform once again as BC.GAME’s CEO Ako highlights dedication, work ethic, and viral combat sports momentum.

Key takeaways:

• BC.GAME has renewed its partnership with mixed martial arts fighter Colby “Chaos” Covington, naming him a global brand ambassador.
• Covington first became a BC.GAME ambassador in 2024, during his UFC career.
• The collaboration will include exclusive digital campaigns, co-branded promotions, interactive fan activations and behind-the-scenes content.

BC.GAME has renewed its partnership with Colby “Chaos” Covington, appointing the mixed martial arts fighter as a global brand ambassador as he expands his involvement in grappling competition and digital sports entertainment. The agreement builds on their initial collaboration in 2024 and will see Covington participate in promotional campaigns and fan engagement initiatives targeting international gaming and sports audiences.

Press release.- BC.GAME today announced mixed martial arts superstar Colby “Chaos” Covington as an official global brand ambassador. This renewed partnership reunites the high-profile fighter with the gaming brand as Covington expands his presence across high-level grappling competition and continues to generate major moments across sports and digital media.

Known for his world-class wrestling background, relentless pace inside the cage, and magnetic persona outside it, Covington brings an established international audience and unmatched combat sports pedigree to BC.GAME. The renewed collaboration reflects the platform’s focus on teaming up with elite competitors who demonstrate tireless preparation and a proven ability to engage fans worldwide.

The announcement marks a meaningful point in time for BC.GAME leadership, with Ali “Ako” Muhanned announcing his first ambassador as Chief Executive Officer: “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 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.”

Covington has long stood among the most recognisable and talked-about figures in combat sports. Beyond his decorated tenure in mixed martial arts, his recent focus on premier submission grappling contests and his prominent digital presence have captured significant crossover attention across mainstream athletics and social media.

As a UFC Champion, Covington joined BC.GAME as a brand ambassador in 2024. This new role highlights Colby’s success in freestyle wrestling after his UFC career. 

By joining forces, Covington will collaborate with BC.GAME on exclusive digital campaigns, interactive fan activations, and specialised sports entertainment content tailored for an international audience of gaming and sports enthusiasts. His dedication to competition mirrors BC.GAME’s ongoing drive to enhance its community-driven platform and provide premier sports betting experiences.

Elevating the fan experience

The renewed partnership with Covington forms part of BC.GAME’s broader strategy to connect with sports audiences through authentic, high-energy entertainment. As the platform continues its global expansion, engaging well-known athletes who embody high performance and resilience remains central to its brand identity.

Through this ambassadorship, fans and players will have access to unique behind-the-scenes content, co-branded promotions, and community events centred around major combat sports matchups throughout the year.

Frequently asked questions (FAQs)

• When did Colby Covington first partner with BC.GAME? Covington became a BC.GAME brand ambassador in 2024. The latest announcement renews that relationship as his activities extend further into grappling competition.
• What will Colby Covington do as a BC.GAME ambassador? His role will include exclusive digital campaigns, co-branded promotions, interactive fan activations and sports entertainment content connected to major combat sports matchups.