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Ladbrokes has entered into a two-year regional sponsorship deal with the Ultimate Fighting Championship (UFC) in Australia and New Zealand, as announced by its parent company, Entain. This agreement sees Ladbrokes enhancing its visibility with branding inside the Octagon and during UFC broadcasts in both countries, alongside partnerships with UFC athletes to produce unique content and fan-focused promotions.
This move is part of Entain’s broader strategy in the region, following a previous sponsorship of the UFC by its Neds brand in Australia. Entain is adjusting its approach to sports sponsorships, aiming to responsibly manage its promotional activities in light of evolving public attitudes towards gambling advertising. The company is committed to promoting safe gambling practices through this reduced sponsorship footprint.
Both Ladbrokes and the UFC are excited about this renewal and expansion of their relationship, looking forward to providing fans in Australia and New Zealand with engaging content and experiences. Nick Smith, UFC & WWE at TKO VP of global partnerships, highlighted the solid foundation built from past collaborations between the UFC and Entain, anticipating continued success.
“The partnership between the UFC and Entain has been a highly successful one over the past three years with Neds, and we are thrilled to keep it in the Entain family,” said Nick Smith.
Ladbrokes aims to capitalize on the UFC’s popularity to offer exclusive content and promotions, aligning with Entain’s regional ambitions. Entain has also shown interest in acquiring a free-to-air TV channel in Australia to broadcast sports, create synergies, and promote its gambling products.
The collaboration with the UFC comes at a time when Entain is refining its focus on sustainability and customer protection, following a reshuffle in its top management. The company’s strategy now emphasizes its main markets and responsible operations. Entain’s CMO, Mel Kenneday, praised the UFC’s compelling content as a perfect match for the Ladbrokes brand, expecting the partnership to be mutually beneficial.
“2024 is set to be the biggest ever for the UFC, and Ladbrokes is thrilled to be a key player in this,” said Mel Kenneday.