Global Brand Ambassador and MMA Star Scheduled to Visit Fiera Roma on November 3 as Part of 1xBet’s Major Exhibition Presence
Combat sports icon and 1xBet Global Brand Ambassador, Conor McGregor, is scheduled to attend the upcoming SiGMA World summit at Fiera Roma on November 3, 2026. The Irish mixed martial arts athlete, renowned as the first UFC fighter to hold titles in two weight classes simultaneously, will arrive at the venue at approximately 3 p.m. on the second day of the event as an official guest of 1xBet.
The partnership between McGregor and 1xBet, established in July, brings one of the most recognizable names in MMA onto the betting brand’s international roster. 1xBet will maintain a prominent presence on the exhibition floor in Hall 3 at Stand 3057 (H3-3057). His appearance highlights the growing convergence between elite professional sports and the global iGaming industry.
Expanding Global Reach at SiGMA World Rome
SiGMA World returns to the Italian capital from November 2 to 5, 2026, occupying 120,000 square metres of exhibition space at Fiera Roma. The summit is projected to draw over 30,000 delegates, including 7,500 operators and 7,500 affiliates, alongside 1,200 sponsors and exhibitors across five conference stages covering gaming, technology, affiliates, investment, and regulation.
The integration of elite combat sports figures into major exhibitions mirrors previous successful activations, such as UFC fighter and 1xBet ambassador Carlos Prates appearing at the brand’s stand during BiS SiGMA South America in São Paulo. Organizers note that McGregor’s scheduled visit elevates this trend to a major international stage, shifting sports marketing strategies away from traditional advertising and toward direct, experiential engagement with industry delegates and operators.
