BC Game Renews Global Ambassador Deal With Colby "Chaos" Covington
Deal returns Covington to the platform he first represented in 2024.
Key Takeaways
- BC Game renewed Colby "Chaos" Covington as global brand ambassador on 28 October 2026.
- The partnership originally began in 2024 and will run across BC Game's international channels.
- The deal includes digital campaigns and interactive fan activities targeting gaming and combat sports audiences.
- Ali "Ako" Muhanned, BC Game CEO, named Covington as his first ambassador and cited his work ethic and recent grappling activity.
BC Game has renewed its global brand ambassador partnership with Colby "Chaos" Covington, a deal that began in 2024, the company announced on 28 October 2026. The appointment names Covington as the platform's global ambassador and will run across the operator's international channels.
Partnership scope
The agreement covers digital campaigns and interactive fan activities across BC Game's international online casino and sports betting platform. Fans can expect sports entertainment content and online campaigns featuring Covington intended to target audiences across gaming and combat sports. BC Game CEO Ali "Ako" Muhanned described the choice as grounded in work ethic rather than profile.
"I am happy to bring Colby back into the BC Game family, especially with his new grappling and viral moments in Real American Freestyle," said Ali "Ako" Muhanned. "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."
Background and timing
Covington first represented BC Game during his UFC career and returns as he builds a presence in grappling and freestyle wrestling, including appearances in Real American Freestyle. The renewed role is the first ambassador appointment named by BC Game CEO Ali "Ako" Muhanned and continues the company's use of athlete partnerships in marketing across its international online casino channels.
Frequently Asked Questions
When did BC Game announce the renewal with Colby Covington?
BC Game announced the renewal on 28 October 2026. The company said the ambassador role originally began in 2024.
What will the partnership with Colby Covington include?
The partnership will include digital campaigns and interactive fan activities across BC Game's international online casino and sports betting platform. The campaigns will feature sports entertainment content targeting gaming and combat sports audiences.
Why did BC Game choose Colby Covington as ambassador?
BC Game CEO Ali "Ako" Muhanned cited Covington's work ethic and recent grappling and viral moments in Real American Freestyle. Muhanned called him "a hard working person" who is "easy to work with."
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About the author
Oliver Grant
Industry Technology Correspondent
Oliver Grant covers the technology and business machinery of iGaming — platform and data deals, AI and compliance tooling, affiliate and marketing shifts, and the quarterly numbers behind them. The reports lead with the announcement, name the vendors and figures exactly as published, and separate genuine capability from press-release promise. When a supplier ships a new engine or a regulator tightens ad rules, Oliver Grant explains what actually changes for the companies involved.
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