UFC and Entain Extend Partnership in Australia and New Zealand

This collaboration ensures Entain’s status as the Official Wagering Partner of UFC in Australia and New Zealand until 2025, further solidifying the bond forged back in 2021.

Transitioning to Ladbrokes

Initially associated with the neds brand, the partnership will now spotlight the Ladbrokes brand in all promotional activities across these regions. This strategic shift not only rejuvenates the partnership but also introduces Entain’s engagement with UFC fans in New Zealand for the first time, expanding the reach and impact of this collaboration.

In an effort to deepen connections with the local fanbase, Entain plans to collaborate with UFC athletes from Australia and New Zealand as brand ambassadors. This initiative aims to generate exclusive content and fan-centric promotions, enhancing the UFC experience in these territories.

Executive Insights

Nick Smith, Vice President, Head of International Business Development, Global Partnerships at UFC & WWE – TKO, expressed his enthusiasm about the ongoing partnership, stating, “We’re delighted to continue our partnership with Entain for a further two years. Since 2021, Entain has raised the bar for our international partnerships with their commitment to high-quality content and offerings for UFC fans in Australia. To now have the strength of the Ladbrokes brand on board, we’re excited to produce even more great activity for fans right across Australia and New Zealand.”

Mel Kenneday, CMO at Entain Australia & New Zealand, shared similar sentiments, “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 the UFC partnership in the Entain family. Ladbrokes, with our outstanding content capabilities, is committed to enhancing the overall experience for UFC fans in Australia. Our innovative approach to wagering, coupled with world-class entertainment that UFC delivers, ensures an unmatched level of engagement for our customers.”

The partnership will be prominently featured at UFC® 298: VOLKANOVSKI vs. TOPURIA, showcasing a highly anticipated featherweight championship bout. This event not only serves as a platform for the renewed partnership but also highlights the global appeal and local resonance of UFC events.

Our Comment on the Article

The renewal of the partnership between UFC and Entain, transitioning to the Ladbrokes brand, marks a significant development in sports betting and entertainment in Australia and New Zealand. This collaboration underscores the importance of aligning with trusted brands to enhance fan engagement and deliver immersive experiences.

As the UFC continues to grow in popularity, partnerships like these play a crucial role in ensuring the integrity of sports wagering while providing fans with additional avenues to connect with their favorite sports.