The Mixed Martial Arts (MMA) scene in Scandinavia is growing at a rapid pace, with several fighters from Sweden, Denmark and Norway making it to the world’s biggest organisations over the past few years. Superior Challenge is currently the biggest MMA promotion in the Nordics and recently acquired a new sponsor in Betsafe. The Swedish sports betting site, part of the Betsson Group, will be having its logo displayed in the centre of the ring as well as being displayed on the site website and promotional material.

Betsafe is now the official sponsor of the Superior Challenge and also offers odds on all of the promotions MMA events. The partnership was announced in March 2021 and marks the first sponsorship of an MMA organisation from the Swedish sportsbook. This move will help bring more exposure to the Nordic MMA scene as well as building brand recognition for Betsafe.

According to Kim Ekelund, Head of Marketing Nordics at Betsson Group. “We are very happy that Betsafe, with its long tradition of investing in extraordinary content and sponsorship, has taken this step in MMA. To do this across markets is, of course, something extra, and for Betsafe with its more global-approach, this is a great match in the growing MMA-scene,” 

What is Superior Challenge?

Superior Challenge began in Stockholm, Sweden in 2008 with its first-ever show, called Superior Challenge 1 – The Uprising. The event was initially organised as a marketing event for the Superior Wear clothing brand. However, the popularity of the first event meant it would become a regular promotion. The initial Superior Challenge event achieved a record attendance for Scandinavian MMA and helped to revolutionise the Swedish MMA market. 

The popularity of Superior Challenge soon grew, and with more fans interested in attending live events, more events were planned. Superior Challenge didn’t just set up events, however. The organisation was also heavily involved in making MMA legal in Sweden and ensuring that fans all over the country could watch. 

Today, Superior Challenge is regarded as one of Europe’s top MMA promotions, with events televised to live audiences all over the world and has sold out Sweden’s Malmo Arena. Fighters from all over the world take part in Superior Challenge events, and the promotion regularly holds events throughout the year. 

What Does This Mean for Betsafe?

In becoming Superior Challenge’s main sponsor, Betsafe will get its logo in the centre of the ring, perfect for gaining brand exposure in a rapidly growing MMA promotion. On top of this, Betsafe will also have its logo featured on promotional material, including social media posts by Superior Challenge. In return, Betsafe pays an undisclosed amount to Superior Challenge each year while helping to raise the profile of Scandinavian MMA. The partnership could lead to great things for both companies, particularly as MMA continues to grow in popularity all over the world. 

Betsafe has been increasing the number of organisations it sponsors lately as it looks to grow its market share in Scandinavia. As well as sponsoring Superior Challenge, the sportsbook recently signed its first eSports partnership when it sponsored Swedish Counter-Strike team Godsent.