Entain and the UFC Renew Australian Partnership

Ben H 20 February 2024Last Updated: 20 February 2024

Entain will continue to be the UFC’s official betting partner in Australia and the region. The UK-based wagering giant has extended its partnership with the Ultimate Fighting Championship (UFC), part of the TKO Group, until 2025.

Ladbrokes and Not Neds Will Be the New UFC Partner

Entain and the UFC started their collaboration in Australia and New Zealand in 2021 when Entain-owned Neds partnered with the mixed martial arts (MMA) promotion. However, the new multi-year regional partnership will be with Entain’s other Australian brand, Ladbrokes.

The new deal stipulates that the Ladbrokes name and logo would be placed in prominent positions in the Octagon in Australia and New Zealand and would be shown during UFC broadcasts.

Entain has also pledged to partner with local UFC fighters who would promote the brand and create exclusive content for Entain that the wagering giant would use in its advertising campaigns. They would also take part in fan promotions.

Several high-profile Australian UFC athletes would be able to promote the Ladbrokes brand, such as the reigning UFC featherweight champion Alexander Volkanovski, former UFC middleweight champion Robert Whittaker, and knockout machine Tai Tuivasa.

Australian UFC Fans to Get Unmatched Entertainment

UFC vice president Nick Smith praised Entain for raising the bar for their international partnerships, allowing UFC fans in Australia to get “high-quality content and offerings.” Smith said that, with the Ladbrokes brand now on board, they would be able to create “even more great activity for fans” in Australia and New Zealand.

Mel Kenneday, Entain Australia and New Zealand chief of marketing, said the company was excited to extend a partnership that has proven to be “highly successful over the past three years” and was thrilled that, through Ladbrokes, the UFC partnership will stay in the “Entain family.”

Kenneday claimed that Ladbrokes was committed to providing Australian UFC fans with the best experience possible and the sportsbook’s “innovative approach to wagering,” together with the “world-class entertainment of the UFC”, would continue to result in unmatched engagement for Australian UFC bettors.

Ben H
Ben Harris is the Communications Manager for KRUZEY, an AFL and NRL expert, and writer. He has one daughter that he loves dearly and five... [Read full bio]

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