BC.Game Renews Colby Covington Ambassador Partnership Under New CEO

BC.Game has renewed its partnership with Colby “Chaos” Covington, appointing the former interim UFC welterweight champion as a global brand ambassador.

The crypto casino and sportsbook announced his return on October 28. Financial terms and the duration of the agreement were not disclosed.

According to BC.Game, Covington first represented the brand in 2024 during his UFC career. The renewed agreement brings him back for digital campaigns, interactive fan activities and sports entertainment content aimed at an international audience. 

First Ambassador Appointment Under Muhanned

The announcement marks the first ambassador appointment made public by Ali “Ako” Muhanned since becoming BC.Game’s chief executive. The company formally introduced Muhanned as CEO on October 27, one day before announcing Covington’s return. 

Muhanned pointed to Covington’s recent involvement in grappling and Real American Freestyle when explaining the renewed partnership. He also cited the athlete’s work ethic as a reason for bringing him back.

The agreement extends an existing relationship rather than introducing a new sporting figure to the operator’s ambassador roster. BC.Game’s announcement did not specify a date for the first campaign or identify individual events that Covington will attend.

Campaigns to Focus on Combat Sports Audiences

The planned collaboration centres on Covington’s profile across mixed martial arts, wrestling and digital media. BC.Game said the partnership would include original online content and opportunities for fans to interact with the fighter.

The announcement positions his return around his current combat sports activities, while retaining the connection established during his earlier work with the brand. No audience targets, campaign budget or performance measures were published.