Cryptocurrency exchange Crypto.com has entered into a $175M sponsorship with the UFC, the largest ever for the mixed martial arts organization. According to Yahoo, "Crypto.com will be UFC’s first-ever global fight kit partner, meaning its branding will appear on the uniform of every UFC fighter who steps into the octagon. The partnership begins this weekend when Conor McGregor, the world’s highest-paid athlete, faces Dustin Poirier in Las Vegas." “If we had talked a couple of years ago, crypto might not have been on the radar, but it’s sort of a sign of the times,” said UFC COO Lawrence Epstein, who declined to comment on the terms of the deal. “It’s new, but it’s moving quickly, and it’s very dynamic.” Also, "in addition to the fight kits, Crypto.com will be visible on the apparel fighters wear in their walk-outs, and in the clothing of people in their corner. It will appear on the octagon canvas during all PPV events and during Dana White’s Contender Series, and it will be integrated into UFC’s broadcasts and social channels."