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Crown Resorts And UFC Launch First Of Its Kind Partnership In Australia
June 6, 2024
Crown Resorts @CrownResorts to become UFC’s @UFC Event Experiences & Entertainment Partner and “Official UFC Fan Hotel” in Australia
UFC, the world’s premier mixed martial arts promotion and part of TKO Group Holdings (NYSE: TKO), today announced Crown Resorts as the “Official UFC Fan Hotel” and the “Official Event Experiences and Entertainment Partner of UFC” in Australia.
Making the announcement today at Crown Melbourne was No.1 UFC featherweight contender and former champion, Alexander Volkanovski; Peter Kloczko, Vice President Australia and New Zealand, UFC; and Crown Resorts CEO, Ciarán Carruthers.
A first-of-its-kind partnership for UFC in Australia, Crown’s resorts in Melbourne, Sydney, and Perth will deliver an exciting program of unique experiences mixing Crown’s diverse on-site offerings with UFC’s year-round calendar. Crown will also play a major role hosting fan activity during UFC event weeks in Australia.
UFC’s economic impact in Australia to date has been significant. UFC 284: MAKHACHEV vs. VOLKANOVSKI in Perth last February featured a sold-out RAC Arena with 14,124 fans in attendance, 63% of which came from outside Western Australia, and generated a $A42.8 million economic impact for the city and surrounding region. The event provided global exposure for Perth and WA, with 44 billion media impressions valued at over $A1 billion. UFC 243: WHITTAKER vs. ADESANYA in Melbourne in 2019 attracted 57,127 fans and generated a $A109.1 million economic impact for the region.
With multi-year deals in place between UFC and the NSW and WA Governments that guarantee multiple blockbuster events in Australia, Crown's partnership with UFC underpins its strategy to help bolster Australia's tourism resurgence by supporting major events that significantly contribute to local economies and attract global audiences.
Perfectly timed with UFC’s return to Perth for UFC 305 at RAC Arena on Sunday, August 18, Crown will be launching exclusive offers and a range of on-site deals to enhance the experience for travelling and local fans.
During UFC’s live events in Australia, Crown will also have a highly visible brand presence in the world-famous Octagon and will be integrated into pay-per-view event broadcasts. The partnership will also feature UFC athlete and talent ambassadors, access to premium UFC event ticketing, hospitality and experiences for VIP and Crown Rewards members, as well as promotion across digital and social media.
“We could not be more excited to partner with Crown Resorts and bring the absolute best of the best to our fans,” said Nick Smith, Vice President, Head of International Business Development, Global Partnerships, UFC & WWE – TKO.
“UFC is a world leader when it comes to premium live events and our content offerings. Similarly, Crown’s three Australian resorts and their commitment to the guest experience is second to none – it’s a perfect pairing. We look forward to building on this partnership for years to come,” added Smith.
Crown Resorts CEO, Ciarán Carruthers, emphasised that the partnership with UFC marks a significant collaboration, providing Crown guests and members with exclusive, unforgettable UFC experiences that are unavailable elsewhere.
“By teaming up with UFC, Crown is affirming its commitment to offering dynamic experiences that engage global audiences. This partnership represents Crown's dedication to energising communities and driving Australia's tourism resurgence; drawing guests to our cities and to our Crown properties that are renowned as the very best in entertainment, dining and accommodation,” Mr Carruthers said.
Fans can also enjoy all Crown has to offer as the group now boasts the title of Official UFC Watch Party and After Party venues.
Stay tuned for more announcements as UFC builds out the highly anticipated UFC 305 Fight Week Schedule. Fans can register their interest and keep up to date at UFC.com/Perth and book all their accommodation needs with Crown Resorts.
(Source: UFC)
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(Image credit: UFC)
