UFC and Crown Australia announce ‘first of its kind’ partnership

Rosie Drew

June 5, 2024 11:35

UFC and Crown Australia announce ‘first of its kind’ partnership

LAS VEGAS, NEVADA - APRIL 13: A general view of the Octagon during the UFC 300 event at T-Mobile Arena on April 13, 2024 in Las Vegas, Nevada. (Photo by Chris Unger/Zuffa LLC via Getty Images)

UFC has announced Crown Resorts as the official UFC Fan Hotel in Australia.

Former UFC featherweight champion Alexander Volkanovski joined UFC ANZ vice president Peter Kloczko and Crown Resorts CEO Ciarán Carruthers at Crown Melbourne to announce the partnership on Wednesday.

A “first of its kind” partnership for UFC in Australia, Crown Resorts is also the official event experiences and entertainment partner.

Crown’s resorts in Melbourne, Sydney, and Perth will deliver an exciting program of unique experiences, mixing its diverse on-site offerings with UFC’s year-round calendar.

UFC and WWE – TKO vice president, global partnerships and head of international, Nick Smith, said: “We could not be more excited to partner with Crown Resorts and bring the absolute best of the best to our fans,”

“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.

UFC’s economic impact in Australia to date has been significant. The Islam Makhachev vs Alexander Volkanovski fight in Perth last February featured a sold-out RAC Arena with 14,124 fans in attendance, generating $42.8 million in economic impact for the city and surrounding region.

Robert Whittaker vs Israel Adesanya in Melbourne in 2019 attracted 57,127 fans and generated a $109.1 million economic impact for the region.

Crown Resorts CEO Ciarán Carruthers said 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.”

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 gaming and entertainment giant now also boasts the title of Official UFC Watch Party and After Party venues.

The news comes ahead of the UFC’s return to Perth on 18 August when RAC Arena hosts UFC 305 and another yet-to-be-determined Fight Night event in a partnership with Tourism Western Australia.

Speaking to Mumbrella in April, Kloczko said the success of the milestone UFC 300 event is a sign of things to come for Australia.

“Locally, UFC 300 continues an incredibly strong start to 2024 in terms of content sales and viewership and springboards into additional major moments that are on the horizon,” he said.

“Momentum is key and UFC is stringing together some unmissable events in the lead up to UFC 305 in Perth and beyond. We are on track for another record-breaking year in Australia.”