Entain extends UFC partnership until 2025
Entain has extended its multi-year partnership with mixed martial arts organisation UFC, securing its position as the sport’s official wagering partner in Australia and New Zealand through to 2025.
UFC, part of TKO Group Holdings, first brought Entain on as its official wagering partner via the neds brand in 2021.
The new agreement will see the sponsorship transition from neds to Entain’s Ladbrokes branding, which will be displayed prominently in the Octagon and UFC broadcast in Australia and New Zealand.
As part of the deal, Entain will partner with local UFC athletes as brand ambassadors to create exclusive content and fan promotions.
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.”
Entain Australia and New Zealand CMO, Mel 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.”
Entain welcomed Kenneday as its new chief marketer in late 2023, replacing outgoing CMO James Burnett.
The wagering conglomerate is understood to be still on the hunt for a new creative agency after parting ways with The Monkeys last year. Independent agency Atomic 212 scored the business’ hefty media account in 2022.
Foxtel’s Kayo last month announced a multi-year deal to become the exclusive pay-per-view channel for UFC fights in Australia, continuing a 15 year relationship with the fighting league. ESPN Australia has the scored the live broadcast rights to all 30 UFC Fight Night events.
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