Bethesda Teams Up With UFC to Promote Fallout 76 in Australia and New Zealand
In a somewhat surprising move, Bethesda has partnered with UFC, the mixed martial arts company. This new partnership is part of Bethesda’s Fallout 76 marketing, and specifically concerns marketing in Australia and New Zealand. UFC middleweight champion, Robert Whittaker, has been announced as a “Brand Ambassador” for Bethesda in those regions.
Fallout 76 Marketing with UFC Fighter Robert Whittaker
Reportedly, Whittaker, an Australian native, was already a fan of Bethesda and their work. Neither Bethesda nor UFC have specified exactly what marketing this new partnership will comprise. However, Whittaker will apparently work on “various initiatives”; leading up to the release of Fallout 76 this coming November.
Unwinding @bethesda #fallout4 pic.twitter.com/35Siy23Ei9
— Robert Whittaker (@robwhittakermma) July 21, 2018
Simon Alty, the head of ZeniMax Australia, described Whittaker as a “perfect fit” for the new brand ambassador position. “Rob’s at an incredibly exciting time of his career,” he explained; “and Bethesda is also in the process of announcing and releasing game-changing titles, so we can’t wait to see what we can achieve together.” Whittaker echoed Alty’s sentiments in his own statement; “I look forward to collaborating with Bethesda,” he said; “as they reveal more details about their upcoming releases and sharing this excitement with my followers and their community.”
Bethesda has announced a variety of unexpected aspects to their Fallout 76 marketing campaign since E3. They recently teased a promotional campaign that appeared to involve sending people dressed as Vault Boys to different cities in the US. They have also hinted at several more upcoming partnerships with Habitat for Humanity, a global nonprofit charity. All proceeds from the sale of the Fallout 76 cover of Country Roads went to the charity; their first promotional partnership. Nevertheless, the new partnership with the UFC is certainly surprising. Fans in Australia and New Zealand will have to wait and see what Whittaker will be doing with Bethesda to promote Fallout 76 in the region.