Shuffle Names UFC Fighter Paulo Costa as Brand Ambassador

Crypto casino and sportsbook Shuffle has announced Brazilian UFC fighter Paulo Costa as a brand ambassador.

The operator publicised the partnership through its X account. Financial terms and the duration of the agreement were not disclosed.

Shuffle described the signing as part of a wider push into mixed martial arts and combat sports. Its announcement highlighted Costa’s international profile and career as a former UFC middleweight title challenger. 

Costa Joins Shuffle’s Marketing Roster

Known by the nickname “Borrachinha,” Costa also acknowledged the partnership on X with the message “New team. Same hunger.”

The announcement establishes an individual sponsorship relationship between the fighter and Shuffle. It does not announce a partnership with the UFC itself.

Specific deliverables remain undisclosed. Neither a campaign schedule nor confirmed Costa-themed promotions or customer events were detailed in the available announcement. 

Operator Expands Combat Sports Presence

Shuffle linked Costa’s competitive style to its ambitions for the brand, presenting the agreement as a way to strengthen its presence among combat sports audiences.

The operator offers cryptocurrency-funded casino games and sports betting. Its announcement focused on the athlete relationship and broader marketing direction, without setting audience targets or publishing a budget for the collaboration. 

The deal adds Costa to the growing group of combat sports athletes working with crypto gambling brands. Its commercial impact will depend on the campaigns and activities subsequently introduced by the parties.