UFC and Entain Extend Partnership Through 2025

UFC, the world’s premier mixed martial arts organization and part of TKO Group Holdings (NYSE: TKO), together with Entain, has announced today the extension of a multi-year rights agreement that will see Entain remain the Official Wagering Partner of UFC in Australia and New Zealand through 2025.

Entain became an Official Wagering Partner of UFC in 2021 with its neds branding prominently displayed in the Octagon and UFC broadcasts in Australia and New Zealand over the past three years.

The new agreement will see the transition from neds to the Ladbrokes brand in all promotions in the region. The renewed deal will also see Entain activate the partnership in New Zealand for the first time.

Entain will also bolster its promotion in the region by partnering 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 & New Zealand CMO, Mel Kenneday said: "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 world-class entertainment that 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 will next activate its partnership with UFC at the highly anticipated UFC® 298: VOLKANOVSKI vs. TOPURIA, which takes place this Sunday, Feb. 18, and features a blockbuster featherweight championship bout that will see Australia’s own Alexander Volkanovski defend against undefeated No. 5 ranked contender Ilia Topuria. Volkanovski (26-3, fighting out of Windang, NSW, Australia) plans to kick off his 2024 campaign by securing his sixth UFC featherweight title defense. Unbeaten at 145 pounds, he holds impressive victories over Yair Rodriguez, Max Holloway and Brian Ortega. Volkanovski now intends to hand Topuria his first career loss in emphatic fashion.

About UFC®

UFC® is the world’s premier mixed martial arts organization (MMA), with more than 700 million fans and 259 million social media followers. The organization produces more than 40 live events annually in some of the most prestigious arenas around the world while broadcasting to over 900 million TV households across more than 170 countries. UFC’s athlete roster features the world’s best MMA athletes representing more than 80 countries. The organization’s digital offerings include UFC FIGHT PASS®, one of the world’s leading streaming services for combat sports. UFC is part of TKO Group Holdings (NYSE: TKO) and is headquartered in Las Vegas, Nevada. For more information, visit UFC.com and follow UFC at Facebook.com/UFC and @UFC on X, Snapchat, Instagram, and TikTok: @UFC.