With UFC middleweight champion Robert Whittaker becoming a brand ambassador for Bethesda in the region. Chalk this one up as a weird one for me because, a, I've little to no UFC knowledge outside of knowing that it's a thing, 2, adding the word brand to ambassador removes a lot of the second word's weight, and d, UFC and Fallout 76 cross-promotion could be incredible. Or ridiculous. Either way, this is good news.

“We’re very excited to be working with UFC, and we’ve always been a huge fan of Rob, so when we found out that was mutual, an ambassadorship seemed to be the perfect fit,” ZeniMax Australia Managing Director, Simon Alty, said. “Rob’s at an incredibly exciting time of his career 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.”

Cue, the brand-synergy speak.

“It’s an honour to partner with Bethesda Softworks, as I’ve always been a fan of their games such as Fallout and The Elder Scrolls,” said Whittaker. “UFC is both a physical and mental battle and I’ve always turned to gaming as a way to unwind after a fight and stay focused during my recovery. I look forward to collaborating with Bethesda as they reveal more details about their upcoming releases and sharing this excitement with my followers and their community.”

Cynicism aside, Whittaker streams The Elder Scrolls Online via his Twitch channel - very cool.