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Ladbrokes Australia Sign Regional Sponsorship With UFC

Bets.com.au Staff

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Last updated: Thu 15 Feb 2024 10:01

Bets.com.au Staff 15 Feb 2024

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Ladbrokes x UFC sponsorship announced
Entain strikes a two-year deal partnership
Ladbrokes will promote UFC in Australia and New Zealand

UFC and Ladbrokes announce a partnership (Getty Images)

Ladbrokes Australia's owner Entain has signed a sponsorship deal with the UFC and will promote the Ultimate Fighting Championship in Australia and New Zealand.

Increasingly popular Down Under, Ladbrokes has signed a two-year partnership to promote UFC in he region and will feature in advertising of events in Australia and New Zealand.

The latest deal from Entain sees Ladbrokes take over from sister brand Neds as the UFC betting partners in Oceania. Neds has backed UFC since 2021.

The announcement of the Ladbrokes Australia x UFC partnership comes despite Entain having previously announced that they would scale down sports sponsorships following a review of expenditure.

However, Ladbrokes have stepped into the Neds gloves and agreed to a two-year sponsorship to help the 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.”

Nick Smith, vice-president, head of international business development, global partnerships, UFC & WWE – TKO, added: “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.”

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