Ladbrokes Australia announces sponsorship deal With UFC

In a slight backtrack on previous announcements that it was dialling down sports sponsorships, Ladbrokes Australia has sealed a two-year partnership with the UFC.

Ladbrokes’ owners Entain had made a pledge to pull out of sponsorship deals for both the Ladbrokes.com.au and Neds brands.

Those deals included partnerships with NRL rugby league teams the Brisbane Broncos, Canterbury-Bankstown Bulldogs and Gold Coast Titans, and AFL Australian Rules side Brisbane Lions.

They also sponsored the Australian soccer league the A-League and, via Neds, were the official wagering partner of UFC in Australia.

In a u-turn, Entain will remain in partnership with the Ultimate Fighting Championship after announcing a new two-year deal for sponsorship of the Oceania region.

Ladbrokes have stepped into Octagon as part of the deal instead of Neds and now will be part of assisting UFC's continued growth in Australia and New Zealand.

Entain CMO Mel Kenneday said: “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 the world-class entertainment that the UFC delivers, ensures an unmatched level of engagement for our customers. 2024 is set to be the biggest ever for the UFC, and Ladbrokes is thrilled to be a key player in this.”

Ladbrokes will be involved in a number of marketing initiatives to promote UFC to audiences Down Under throughout 2024 and 2025.

Ladbrokes Australia, which is now one of Australia’s biggest betting sites following more than a decade in business, will be “utilising technology to enhance brand visibility during UFC broadcasts”.

The partnership will also see Ladbrokes produce high-quality content and engaging experiences for fans during each week of UFC action.

When announcing the deal, Nick Smith, vice-president, head of international business development, global partnerships, UFC & WWE – TKO, said: “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.”

Ladbrokes’ long-term agreement with Moonee Valley Racing Club remains in place, having committed to an extension last year.

Entain committed to a new 10-year agreement as a Principal Partner of the racetrack in Melbourne, including sponsoring the Cox Plate, one of the three most famous horse races in Australia.

The link between Moonee Valley and Ladbrokes started in 2017 and will remain in place beyond 2032.

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