Ladbrokes Australia Announces Sponsorship deal with UFC

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Ladbrokes Australia has recently made waves in the sports sponsorship arena by sealing a two-year partnership with the Ultimate Fighting Championship (UFC), demonstrating a strategic move contrary to previous announcements to reduce sports sponsorships. OnlineCasinoFinder understands that this new deal marks a significant shift in Ladbrokes Australia’s sponsorship strategy, positioning them as a key player in the exciting world of UFC.

A quick background about Ladbrokes

Entain, the parent company of Ladbrokes, had initially indicated plans to discontinue sponsorship deals for and Neds brands, including partnerships with NRL teams such as the Brisbane Broncos, Canterbury-Bankstown Bulldogs, and Gold Coast Titans, as well as the AFL team Brisbane Lions. Despite this, a change of heart has led to the renewal of their partnership with UFC in the Oceania region.

Partnership Details

Ladbrokes has stepped into the Octagon, replacing Neds as the official wagering partner of UFC in Australia. The two-year sponsorship deal aims to support UFC’s growth in Australia and New Zealand, leveraging Ladbrokes’ expertise in content delivery and commitment to enhancing the overall experience for UFC fans.

Exciting marketing initiatives are on the horizon, as Ladbrokes plans to promote UFC to audiences Down Under throughout 2024 and 2025. This partnership will see Ladbrokes utilizing technology to boost brand visibility during UFC broadcasts and creating high-quality content and engaging experiences for fans during each week of UFC action.


Commenting about the partnership, Entain CMO Mel Kenneday expressed enthusiasm about continuing the successful collaboration with UFC, stating, “Ladbrokes, with our outstanding content capabilities, is committed to enhancing the overall experience for UFC fans in Australia.” The symbiotic relationship between UFC and Ladbrokes (an online casino) is set to result in an unmatched level of engagement for customers, with 2024 shaping up to be a monumental year for the sport.

Adding to the excitement, Nick Smith, Vice-President of International Business Development for UFC & WWE – TKO, declared,

“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.”

In addition to their UFC partnership, Ladbrokes’ enduring agreement with Moonee Valley Racing Club as a Principal Partner remains intact, emphasizing their commitment to the sporting landscape both locally and globally.

This strategic move by Ladbrokes Australia showcases their dedication to enhancing the fan experience and further establishes their presence in the dynamic world of sports sponsorships. With innovative marketing initiatives and a focus on delivering quality content, Ladbrokes is poised to play a significant role in shaping the UFC landscape in the Oceania region.

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