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Ladbrokes Sponsorship Deal With UFC In Australia & New Zealand

Entain-owned betting giant Ladbrokes has recently sealed a regional sponsorship deal with the Ultimate Fighting Championship (UFC) in Australia and New Zealand.

Ladbrokes Announces Sponsorship Deal With UFC In Australia & New Zealand

The agreement spans two years and will prominently feature Ladbrokes within the Octagon and during UFC broadcasts in both countries. Additionally, Ladbrokes will collaborate with UFC athletes on separate ambassadorial agreements, aiming to generate exclusive content and fan promotions.

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This partnership expands on Entain’s existing involvement in the region, as its Neds betting brand previously sponsored the mixed martial arts promotion in Australia. However, the decision to extend the sponsorship to Ladbrokes follows a shift in Entain’s sponsorship strategy in response to public sentiment regarding gambling advertising in sports and an evolving digital landscape where online betting is becoming more popular by the day with Aussies.

Last year, Entain announced intentions to scale back its sponsorship activities in Australia, reflecting a desire to align with evolving community values and promote responsible gambling practices.

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Leadership changes at Entain include the promotion of former global head of brand Lorna Jane, Mel Kenneday, to the role of chief marketing officer. This transition coincides with a decline in online gaming revenues in the UK due to unfavorable sports results and regulatory reforms.

As part of the sponsorship deal, Ladbrokes plans to utilize virtual advertising to activate its regional branding rights, leveraging technology to boost brand visibility during UFC broadcasts. This approach aligns with the UFC’s past initiatives to integrate digital sponsorships into its events.

Both parties express enthusiasm about the extended partnership, highlighting their dedication to delivering top-notch content and engaging experiences for UFC fans in Australia and New Zealand.


Nick Smith, vice president of global partnerships at UFC & WWE – TKO, remarked, “We’re delighted to continue our partnership with Entain for a further two years”.

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.”

What do you think about this deal?

Cameron Hollands

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After working part time in one of Australia’s finest casinos to fund his journalism studies, Cameron Hollands discovered a passion for sports betting. A few years and many successful bets later, he is now putting his considerable experience to good use, and is a regular contributor for
Cameron’s expert advice, insight into the sporting world and straightforward reporting style has earned him many fans, and he enjoys sharing his expertise with fellow punters.

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