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Absolute Fighting Championship (UFC) has officially teamed up with bookmaker Neds to become the official betting partner of the MMA Australia promoter. The overall estimate and duration of this transaction were not disclosed. The immediate impetus for the Entain-owned group will be the Octagon branding and exclusive broadcast integration at select UFC events starting with UFC 264: Poirier v McGregor 3 on July 11th.
As part of this deal with the UFC, the Australian firm will gain access to the brand at future events in Australia and create promotions for Neds fans and customers to win exclusive experiences. With new event-specific pre-content, the UFC will also allow the digital bookmaker to have a presence on their social media.
James Burnett, chief marketing officer for Neds, said: “The growing popularity of the UFC over the past decade has led to incredible growth in Australian betting, and we are confident that this will only grow in the coming years.”
Nick Smith, the UFC’s vice president of global partnerships, also acknowledged that the deal further reinforces the claim that the Ultimate Fighting Championship has seen tremendous growth in Australia. Smith also insisted that the Neds deal would help enter an important market through fan engagement.
In 2018, Queensland-based Neds International was acquired by the FTSE 100-listed Entain Group for AU $ 68 million ($ 52.6M / € 43.2M) with upside potential to AU $ 95M in total one year after launch. The Ultimate Fighting Championship partnership will further enhance the brand value and overall value of Neds International.
Global entertainment, sports and content company Endeavor owns UFC, which recently went public. The Ultimate Fighting Championship is led by President Dana White. Endeavor Group Holdings reported net income of $ 2.4 million (1.97 million euros) for the first quarter of 2021 on total revenues of $ 1.07 billion.
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