Ladbrokes announces regional sponsorship deal with UFC in Australia and New Zealand
Entain-owned betting brand Ladbrokes has inked a regional sponsorship agreement with the Ultimate Fighting Championship (UFC) in Australia and New Zealand.
The two-year deal will see Ladbrokes prominently featured in the Octagon and during UFC broadcasts in the two countries. Additionally, Ladbrokes will collaborate with UFC athletes on separate ambassadorial deals, aiming to create exclusive content and fan promotions.
This partnership builds upon Entain’s existing involvement in the region, as the company’s Neds betting brand previously sponsored the mixed martial arts promotion in Australia. However, the decision to extend the sponsorship to Ladbrokes comes amid a shift in Entain’s sponsorship strategy in response to community sentiment regarding gambling advertising in sports.
Last year, Entain announced plans to scale back its sponsorship activities in Australia, expressing a desire to align with evolving community values. The company’s decision to step away from certain sponsorship areas reflects a broader commitment to responsible gambling practices.
Entain has undergone leadership changes, including the promotion of former global head of brand Lorna Jane, Mel Kenneday, to the role of chief marketing officer. This shift in leadership comes amidst a decline in online gaming revenues in the UK due to unfavourable sports results and regulatory reforms.
As part of the sponsorship deal, Ladbrokes will leverage virtual advertising to activate its regional branding rights, utilising technology to enhance brand visibility during UFC broadcasts. This approach aligns with the UFC’s previous initiatives to incorporate digital sponsorships into its events.
Both parties expressed excitement about the extended partnership, emphasising their commitment to delivering high-quality content and engaging experiences for UFC fans in Australia and New Zealand.
“We’re delighted to continue our partnership with Entain for a further two years,” said Nick Smith, vice president of global partnerships at UFC & WWE – TKO.
“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.”
Entain CMO Kenneday, added, “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.”
