UFC, the leading mixed martial arts series, has today named Neds, a subsidiary of Entain, the sports betting group, as its official wagering partner in Australia.

Under the agreement, Neds will have its branding feature at selected events, as well as exclusive broadcast integrations, starting with UFC 264, featuring the bout between Dustin Poirier and Conor McGregor, on 11 July.

Neds will roll out fan engagement activations offering its customers the opportunity to win exclusive UFC experiences, and present preview content for specific events via UFC’s local social platforms.

James Burnett, marketing chief at Neds, said: “Neds is the most progressive brand in Australian wagering, and it makes great sense to partner with the UFC, which has proven itself to be the most progressive sporting organisation in the world.

“The rising popularity of UFC over the past decade has been translated into incredible growth in the Australian wagering space, and we are confident that will only continue to scale in the coming years. We are all talking about taking things to the ‘Neds level’ and with partnership will give Australian UFC punters an incredible opportunity to be involved in the action and take their fandom to the next level.”

Nick Smith, vice president of global partnerships at UFC, added: “We’re thrilled to partner with such an exciting and innovative brand like Neds. Much like UFC, Neds are young in their industry and have a focus of always putting fans at the centre of everything they do.

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“If you look at what UFC has been able to deliver over the past year this partnership is a great indicator of the continued strength and position that UFC holds in Australia. We’re excited to engage fans like never before with Neds in a market that is extremely important to our business.”