Ladbrokes Australia, owned by Entain, recently secured a sponsorship deal with the UFC. The agreement involves promoting the Ultimate Fighting Championship in Australia and New Zealand.
Ladbrokes, gaining popularity in Aus, has committed to a two-year partnership to boost the UFC's presence in Australia and New Zealand. They'll be featured in advertisements for UFC events in these countries.
This deal sees Ladbrokes taking over from its sister brand Neds as the UFC betting partner in Oceania. Neds had been supporting the UFC since 2021.
Interestingly, this partnership comes despite Entain's previous announcement of scaling down sports sponsorships following a expenditure review. However, Ladbrokes has stepped up and agreed to a two-year sponsorship, aiming to contribute to the UFC's ongoing growth in the region.
Entain's Chief Marketing Officer, Mel Kenneday, expressed excitement about continuing the successful UFC partnership within the Entain family.
Ladbrokes, with its strong content capabilities, is committed to enhancing the overall experience for UFC fans in Australia. Kenneday emphasized their innovative wagering approach coupled with the world-class entertainment delivered by the UFC.
Nick Smith, Vice President and Head of International Business Development at UFC & WWE – TKO, also expressed delight in extending the partnership with Entain for another two years.
He praised Entain's commitment to high-quality content and offerings for UFC fans in Australia since 2021. With the addition of the Ladbrokes brand, Smith anticipates producing even more engaging activities for fans across Australia and New Zealand.
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