Russian bookmaker Parimatch has made mixed martial artist Conor McGregor the face of the company’s new brand identity.

On Wedneday, Parimatch announced that it had signed a two-year personal endorsement deal with McGregor that will see the controversial fighter serve as “the face of a new look Parimatch.” The company is embarking on a brand refresh in tandem with creative partners Digital Choo and BANDA to coincide with the site’s migration to a new betting platform.

Parimatch and McGregor will collaborate on promotional content and consumer activations, focusing on the Commonwealth of Independent States region – Russia and eight former Soviet Union republics – and Cyprus.

Parimatch CEO Sergey Portnov hailed McGregor as “a bold global icon that transcends sport” and thus “the ultimate ambassador for Parimatch.” McGregor dutifully logrolled back, saying Parimatch “has a fighter’s spirit built into its culture.”