Premier mixed martial arts promotion, UFC has announced that VENUM, the combat sports apparel and accessories designer, will become its new exclusive global outfitting and apparel partner as of April 2021.
Brokered by IMG’s licensing business, which exclusively represents UFC, the deal will see UFC athletes debut the new VENUM-designed UFC fight kits inside the Octagon in April 2021.
To coincide with this debut, VENUM-designed apparel will be made available for sale at retail outlets around the world and online at UFCStore.com, UFCStore.eu, UFCStore.com.au and Venum.com.
Dana White, UFC President, stated: “We’re pumped that VENUM will be joining us as our new exclusive global outfitting and apparel partner. VENUM is an Iconic combat sports brand that understands the unique needs of MMA athletes.
“Franck Dupuis and his team at VENUM have the technical knowledge and experience that will produce world-class UFC Fight Kits and apparel. We’re looking forward to collaborating with them on this next evolution of UFC’s outfitting program.”
UFC’s outfitting policy is administered through its Promotional Guidelines Compliance program, with the organisation now set to adjust the pay scale tied to its program, which in turn, will result in across the board increases for all athletes effective April 2021.
Regarding its current outfitting and apparel partnership, global fitness brand Reebok will continue in its role until March 2021, however, it will remain as the official footwear provider of UFC through to the end of next calendar year.
White added: “We appreciate the partnership with Reebok over the past six years. It was a groundbreaking deal that elevated both of our brands. We’re pleased that Reebok will continue with us as the official footwear provider of UFC through 2021.”
Franck Dupuis, VENUM Founder and CEO, concluded: “Joining UFC as their official outfitting and apparel partner means a great deal to the VENUM team. VENUM is a brand that has grown alongside the sport of MMA as it has exploded in popularity around the world. We are both proud and grateful, as this agreement signifies the success of our journey over the past fifteen years. At VENUM, we are ecstatic to write the next chapter in our history.”