Zuffa Boxing Lands That Prize Guy as Dublin Debut Gets a Sponsor

Zuffa Boxing just picked up a headline sponsor ahead of its Irish debut. UK-based online competition platform That Prize Guy has been named an official partner of both UFC and Zuffa Boxing, and it'll serve as presenting partner for Zuffa Boxing 10: McKenna vs. Oliha at Dublin's 3Arena on Saturday, 8 August — the promotion's first card ever staged in Ireland.

The tie-up isn't coming out of nowhere. That Prize Guy already backs Conor Benn and Johnny Fisher, two of Zuffa Boxing's marquee signings this year, so this extends an existing footprint rather than starting from scratch. Benn, a welterweight sitting at 25-1 (14 KO), fought most recently to a unanimous-decision win over Regis Prograis and has a bout with Ryan Garcia lined up.

TKO's VP of Global Partnerships, Nicholas Smith, framed the deal around fan experiences, saying the platform's model of giving supporters access to prizes and experiences slots neatly alongside what these events deliver. From Dublin forward, he added, fans will see the brand front and centre on some of combat sports' biggest nights.

That Prize Guy owner Paul Harkin called the arrangement a proud moment, noting that working with UFC had long been an ambition. He said the whole platform is built on offering experiences people can't find elsewhere, and that it now gets to do that on the sport's largest stage.

What the Deal Actually Buys

On the Zuffa Boxing side, the presenting-partner status means That Prize Guy branding across all official fight-week activity in Dublin, plus high-visibility placement inside the ring itself on fight night. That's prime real estate for a company that trades on being seen.

The UFC end is more selective. As an official marketing partner at chosen events, the brand gets a presence in the Octagon, broadcast features during main cards, in-venue signage and promotion across UFC's digital and social channels. It's a broad footprint that stitches a single sponsor through two of TKO's combat-sports properties — and a sign of how quickly Zuffa Boxing is building out its commercial machinery as it moves into new markets.