The Litecoin Foundation has partnered with Ultimate Fighting Championship (UFC), one of the leading mixed martial arts organizations, in a deal to promote the cryptocurrency.

The deal will see the litecoin logo displayed on the octagonal fighting canvas at an upcoming event called UFC 232 – a rematch between former UFC light heavyweight champion Jon Jones and light heavyweight Alexander Gustafsson. The fight is scheduled to take place on Dec. 29 in California.

Claiming to be the first crypto sponsor for a UFC event, Litecoin Foundation said Thursday that the “millions of viewers” at such events would help raise global awareness and drive interest in litecoin.

“With brands and institutions continuing to push into cryptocurrency and blockchain, this is yet another signal of this technology moving closer towards the mainstream,” it continued. The foundation, which aims to help promote adoption of the cryptocurrency, also said it hopes to continue the UFC partnership in the longer term.

This time last year, Canadian mixed martial artist Rory MacDonald also inked a sponsorship deal that saw him wear outwear branded with the dash cryptocurrency for a Bellator 192 fight. Former lightweight MMA champion Michael Chandler, too, signed an endorsement deal with crypto trading platform CoinLion back in January.

UFC fighters image via Shutterstock