BC Game renews Colby Covington as global brand ambassador, first signing under new CEO Ako

Online casino and sports betting platform BC Game has announced that mixed martial artist Colby "Chaos" Covington is returning as an official global brand ambassador. Covington, a former interim UFC champion, first joined the brand in 2024, and the new agreement renews that relationship.

The announcement is also the first ambassador signing made by Ali "Ako" Muhanned since he took over as BC Game's chief executive. Commenting on the deal, Muhanned said he was pleased to welcome Covington back, pointing to the fighter's recent grappling appearances and viral moments in Real American Freestyle. He added that he values people who are well known but, above all, hard working and easy to work with.

According to the announcement, Covington has recently concentrated on high-level submission grappling and freestyle wrestling following his UFC career. The company said his wrestling background and strong online profile have drawn attention beyond combat sports, in mainstream athletics and on social media.

Under the partnership, Covington will work with BC Game on digital campaigns, interactive fan activations and sports entertainment content aimed at an international audience. The operator said fans and players can expect behind-the-scenes material, co-branded promotions and community events linked to major combat sports fixtures through the year.

BC Game described the renewal as part of a wider strategy of connecting with sports audiences through athletes who represent high performance and resilience, as it continues its global expansion. The company was founded in 2017 and offers casino games, sports betting and community-focused entertainment. It states that it supports responsible gaming and says details of its operating licences and player-protection tools are available on its website.