Image Source: Pixabay

It’s impossible to overlook the impact of gambling on almost any big sport. In fact, as concepts, gambling and competition are almost inseparable, which is why the symbiosis among these two entertainments is hard to ignore. As a result, MMA sports and casinos are no strangers to cross-promotions, and luxurious gambling resorts often host big bouts.

Australian MMA events are packed with folks who love a good fight and who love to add some skin to the game. Casino brands in that region are well aware of that fact and know how to throw an unforgettable bash for the fans of fighting sports. You could argue that MMA managed to get as big as it is today thanks to these partnership deals. Here, we’ll expand on that to showcase why it is so.

MMA Growth in Australia

Australia’s MMA landscape has rapidly matured from grassroots clubs to hosting major UFC cards and events like Eternal MMA. The UFC’s first event in Australia was UFC 127 in Sydney, February 2011, which drew 18,186 fans and A$3.5 million in gate. Since then, Australia has seen Pay‑Per‑View events in Perth (UFC 221, 2018), and the blockbuster UFC 193 (2015) in Melbourne, which set attendance records and produced huge tourism revenues.

Additionally, Eternal MMA now hosts events in every major city across Australia, including Sydney, Melbourne, Perth, Gold Coast, and Adelaide.

Why Casinos Support MMA

Casinos tap into MMA’s emerging fan base, and the gaming synergy is clear. Venues such as Reef Hotel Casino in Cairns have pay-per-view screens for live boxing and MMA events, capitalizing on fan gatherings. In metropolitan areas, casinos like The Star, Sydney have large screens and sports bars dedicated to showcasing MMA bouts.

Hosting these events helps gambling resorts attract a wider audience, as many will want to gamble and test their luck during breaks or during fights they aren’t interested in watching. That said, many MMA fans who love to gamble also play casino games online. They either have a registered account on the host’s official site or use online casinos that host online pokies for real money and accept Aussie players. Playing online is typically more fun, as they don’t have to wait in line to get to the game they want to play, and there are more bonuses up for grabs, which basically allow free play.

Looking ahead, these venues and platforms allow for more tourism, upscale high-end food or beverages, and hotel stays. While also having cross-promotions between betting and live sports entertainment, enhancing both casino revenue and how much fans are entertained.

Media and Fan Attention

Hosting MMA events in casinos attracts dense crowds of people and numerous media platforms. The Crown-UFC deal has branded the Melbourne Crown property as a fan-megastore with VIP hospitality, athlete meet-and-greets, and global pay-per-view screenings.

Their partnerships with telecommunicating brands (Ladbrokes in-octagon visuals broadcast on national television) also cemented their reputation all over broadcast and streaming media. Not to mention, local mainstream and trade media highlight these alliances, framing casino support as essential to sustaining and elevating the MMA market.

Key Casino-Hosted Events

As the popularity of MMA in Australia grows, casinos have come up as vibrant locations to set up events. Nowadays, many international MMA events are held inside casinos, which has had a great impact, bringing in both MMA fans and casino regulars to enjoy the experience. From high-end sports lounges to big promotional tie-ins, Aussie casinos have established themselves as fan-favorite venues for MMA events. Whether it’s hosting dinners, exclusive events, or watching parties, MMA has become a part of the casino culture.

• Reef Hotel Casino in Cairns broadcasts major PPV events. It also provides double-headers in its Casino Sports Arena.
• The Star in Sydney also runs live Sports Bar events, which include big MMA nights.
• Crown Melbourne became the official “UFC Watch Party and After Party” venue after signing a three-year deal. This had a great impact on the number of tourists as they now offer UFC fights with a VIP experience.

Fighter Sponsorship Examples

Image Source: Pixabay

The relationship between gambling brands and fighting sponsorships is blooming. At first, the venues mainly hosted events, but now they’re active sponsors for many fighting brands and fighters themselves. This is a mutually beneficial relationship as fighters receive much-needed funding for their careers, which in turn allows fighters to invest in better coaching staff, equipment, as well as exposure.

On the other hand, casinos bring a wider audience, connecting them with the fight fan market. Recent deals show a clear trend of betting companies and casino brands promoting individual fighters and regional talent to strengthen their footprint in the Australian MMA landscape.

Leon

LEON is an online casino and sports betting site that sponsored several Australian and Māori fighters. Justin and Junior Tafa, Hakaraia Wilson, and Joshua Culibao all signed six-month deals in 2024. The casino brand granted them exposure via blogs and promotional events, which in turn led to more media coverage before fight nights.

Entain

Entain is another brand that has entered a 2-year sponsorship deal with the UFC in the Australia and New Zealand region, under their former Neds branding. According to the contract, Ladbrokes will have access to in-octagon branding, broadcast assets, as well as athlete promotional content.

Future Outlook for Casino Involvement

As MMA events become more intertwined with urban entertainment, the role of casinos only grows bigger. This is especially true in big cities like Melbourne and Sydney, which are often ranked as one of the safest cities for a comfortable life. The combination of great infrastructure and worldwide accessibility make them ideal hubs for MMA casino events. They not only attract local fans, but are also great destinations for global fight tourism.

In this environment, casinos are pursuing numerous strategies to stay involved in the sport, including:

• Securing naming/ambassador rights to regional fight nights, digitally, and in-venue.
• Establishing dedicated sports/viewing precincts connected to fight card venues.
• Sponsoring fighters with local rising talent
• Collaborating with governments to bring blockbuster UFC events to venues like Marvel Stadium, Melbourne, or Qudos Bank Arena, Sydney
• Including wagering via digital visualization like in-Octagon graphics live picks, and PPC activation, as seen in Ladbrokes and Ned’s campaigns

As the synergy between brands and MMA continues to evolve, both industries will benefit from this collaboration. With the growing fan interest as well as strategic investment, casinos are definitely remaining as one of the more influential players in the future of Australian MMA.