Entain-owned bookmaker Ladbrokes has entered into a regional sponsorship deal with the Ultimate Fighting Championship (UFC) in Australia and New Zealand. The two-year deal includes the use of the Ladbrokes brand during UFC broadcasts in both countries.
The bookmaker will also be able to enter into ambassador agreements with championship fighters, creating exclusive content and promotions for fans. Entain has previously entered into partnerships in New Zealand and Australia.
According to analysts, the contract with the UFC is a logical continuation of the company’s participation in the market of the two countries. The Corporation is committed to reducing its sponsorship activities in Australia to demonstrate its commitment to responsible gaming. UFC Vice President Nick Smith said the partnership between the championship and Entain has been successful over the past three years.
