UFC has signed a new multi-year deal with Australia’s largest pub and hotel chain ALH Group.
With over 300 sites nationwide, ALH Group is Australia’s largest operator of licensed venues, and is now the ‘Official Home of UFC’ in Australia.
The partnership gives ALH Group unique access and promotion rights with UFC athletes, who are set to appear at ALH venues, but does not include exclusive distribution or content rights.
A new digital venue locator (www.bars.ufc.com/betteratthepub) will also allow fans to find their closest ‘Official Home of UFC’.
UFC and ALH will launch the partnership ahead of UFC 229: Khabib vs. McGregor, presented by Harley-Davidson, on Sunday, October 7.
The announcement comes after the Australian heavyweight Tai Tuivasa (right in picture) was confirmed to face former UFC heavyweight champion Junior Dos Santos as the headline bout for UFC Fight Night: Dos Santos vs. Tuivasa on Sunday, December 2, at the Adelaide Entertainment Center in South Australia.
Rne Valencia, UFC VP of international partnerships told Sports Sponsorship Insider in March that Australia, alongside China, Japan, the Philippines and South Korea, has been identified as a key growth market for the sport in the Asia-Pacific region.