MMA Fighter Paulo Costa Brings the Secret Juice to Shuffle.com

By Jake McEvoy

2 hours ago

Jake McEvoy 2 hours ago

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Shuffle.com partners with Brazilian MMA fighter Paulo Costa.
Costa's reputation and online following align with Shuffle's branding.
No confirmed member rewards or exclusive content announced yet.

Shuffle.com Welcomes Paulo Costa as New Partner
Introducing Paulo Costa
Why Paulo Costa and Shuffle Make Sense
What Could the Partnership Mean for Shuffle Members?
Community Reactions

Paulo Costa has a new team, Shuffle has another MMA star, and crypto betting operators are starting to look like they’re drafting for their own fight night.

Shuffle.com Welcomes Paulo Costa as New Partner

Shuffle.com has added another high-profile name to its roster, announcing a partnership with Brazilian MMA fighter Paulo Costa as competition between crypto betting platforms increasingly spills into the world of combat sports.

Rival brands like Rainbet, Stake, and Roobet have also been recruiting recognisable fighters and combat sports personalities, creating the impression that each platform is assembling its own all-star lineup.

Shuffle has made the latest move by bringing Costa, better known to fans as “Borrachinha”, into its team. The fighter welcomed the partnership on X with a short message: “New team. Same hunger”.

Are these operators building their own MMA armies or what?

Introducing Paulo Costa

Paulo Henrique Costa is a Brazilian mixed martial artist who has competed professionally since 2012. Nicknamed “Borrachinha”, he built his reputation through an aggressive striking style and a penchant for delivering explosive finishes.

Costa became a prominent name in the UFC's middleweight division, eventually earning a shot at the middleweight championship against Israel Adesanya at UFC 253 in 2020. His professional record stands at 16 wins and four losses, including 12 victories by knockout or technical knockout.

Outside the Octagon, Costa has built an online following through his outspoken personality, humour, and memorable social media posts – something that would have certainly appealed to the likes of Shuffle (we’ve all seen the memes).

Why Paulo Costa and Shuffle Make Sense

Behind the humour and memes, this coming together makes sense in various ways.

The partnership gives Costa another opportunity to grow his personal brand and generate income outside the Octagon. With uncertainty surrounding his UFC future, teaming up with Shuffle offers a commercial opportunity that doesn't depend on where he fights next.

He brings a recognisable name, a loyal fanbase, and a personality that fits Shuffle's bold branding. His international following, particularly in Brazil and across the wider MMA community, could also help the platform reach new audiences.

The deal is part of Shuffle's effort to stand out in the competitive crypto betting market, where more platforms are teaming up with well-known fighters to promote their brands (and possibly build armies).

As Shuffle put it in its announcement, Costa embodies the ambition the platform wants to represent: “He doesn't wait, he doesn't take a backward step, and he sets a pace most opponents can't live with”.

What Could the Partnership Mean for Shuffle Members?

The announcement raises an obvious question for existing Shuffle members. Could Costa's arrival bring more than another name to the platform's sponsorship roster?

Athlete partnerships can create opportunities for exclusive content, promotional campaigns, and community activations. In Costa's case, that could potentially include behind-the-scenes material, social media appearances, interviews, or campaigns tied to his training and future fights.

However, these remain possibilities rather than confirmed benefits. Shuffle has not publicly detailed a member rewards package, Costa-specific promotions or a schedule of exclusive content as part of the announcement.

For now, punters and gamers should look to official Shuffle channels for confirmation of any Costa-related promos. To take advantage of any of them, you will need an account, which you can create with the Shuffle referral code “MAXBET”.

Community Reactions

The announcement has already generated a range of responses on X, with fans welcoming Costa to the partnership while others expressed surprise at the move.

Costa's own message, “New team. Same hunger”, set the tone for the announcement, while fellow Shuffle partner, FrankDribbl, welcomed him to what they called the “Purple Team”.

Other responses focused on the wider trend of MMA fighters securing sponsorships.

“Damn, UFC athletes doing great with these sponsorships”, wrote CryptoBettorsHQ, reflecting the growing visibility of commercial deals between combat sports athletes and online betting brands. “BAAAAAAAANG”, added SRUJANA.