In 2026 BC.GAME significantly expanded its program of cooperation with public figures and sports organizations, focusing on its presence in India and South Asian countries. Instead of standard advertising campaigns, the BC Game platform has taken the path of building long-term relationships with figures whose image, behavior and audience directly correspond to the basic premise of the bookmaker – “Stay indomitable”. We will provide a detailed, factual overview of key partnerships, including biographical information, details of cooperation, and specific benefits for players.
Jason Derulo as BC Game Ambassador
Jason Derulo, a world-renowned singer and songwriter, became one of the key ambassadors of BC Game in late summer 2024. His career, which began with writing music for other artists, skyrocketed after the release of the single “Whatcha Say” and reached global proportions. The artist’s modern tracks continue to attract an audience of millions around the world, including India, where Western pop music is very popular among young people. For users of the BC Game website, the partnership with Jason Derulo means that the brand is associated with the highest level of show business and quality.
In practical terms, such cooperation usually leads to the launch of exclusive promotions, special tournaments with increased prize pools and the appearance of unique bonus offers announced by the artist himself through his social networks. For the Indian audience, which closely follows international celebrities, this becomes an additional incentive to pay attention to the BC Game platform.
Colby Covington as BC Game Ambassador
Another prominent representative of the brand is Colby Covington, a famous mixed martial arts (MMA) fighter who competes in the prestigious UFC league. His professional career, marked by winning the interim championship belt and vivid, memorable confrontations, made him one of the most discussed figures in the world of sports. Covington’s aggressive fighting style and self-confidence are completely in tune with BC Game’s dynamic and determined image.
For fans of the BC Game platform who are interested in sporting events, this partnership opens up a number of opportunities. Users can expect the appearance of special bets on UFC fights, the organization of joint online broadcasts and unique contests with the drawing of merch (branded products) associated with both the brand and the fighter himself. As part of the Indian campaign, the focus on the UFC may attract a growing audience of mixed martial arts fans in the country, for whom Covington is a recognizable and reputable figure.
Strategic Partnerships Through Music and Sports
In addition to working with individual ambassadors, BC Game builds long-term relationships with entire organizations and teams, which allows it to reach different audience segments.
- One of these partners is rapper Lil Pump, whose meteoric rise to popularity and the hit “Gucci Gang” have made him an icon for modern youth culture. The collaboration with him indicates the brand’s focus on the digital generation, which actively consumes content on social networks. In the future, this may result in the creation of themed gaming slots, virtual concerts or special challenges on social networks, which is especially important for a young and technically savvy audience in India;
- The partnership with the English football club Leicester City is an outlet for millions of fans of the world’s most popular sport. For Indian football fans, of whom there are tens of millions in the country, such cooperation increases brand awareness and legitimacy. In practice, this may mean sweepstakes for autographed T-shirts, exclusive offers for matches involving the club, and enhanced coverage of football events in the betting line of the BC Game platform;
- An interesting and atypical step was the partnership with the Miami Pickleball Club (MPC), which promotes a relatively new sport – pickleball. This move demonstrates BC Game’s willingness to support emerging trends and attract the attention of a niche but growing audience. Joint initiatives with the Major League champion Pickleball club emphasize the brand’s commitment to the winning spirit and innovation, which also resonates with a certain segment of users.
Conclusions
The 2026 campaign, featuring both global celebrities and strategic partners, reflects BC Game’s comprehensive approach to the Indian market. The company is not limited to one communication channel, but works simultaneously with audiences of fans of pop music, sports, digital culture and new sports disciplines.
Each partnership fulfills its own task: from attracting mass attention through mega-stars to building deep connections with specific communities through sports and new hobbies. For the Indian end user, this translates into a more diverse, rich and engaging experience on the platform, where entertainment and betting are complemented by elements of modern global culture.