UFC has selected Black Rifle Coffee Company (BRCC), a company founded to support veterans, as its organisation’s official coffee.

The world’s premier mixed martial arts organisation announced the multi-year marketing partnership this week, which will include an on-site presence, broadcast integrations, custom digital and social content, plus more.

BRCC was founded by former US Army Special Forces veterans Evan Hafer and Mat Best, with a mission that not only offered high-quality products but also contributed to causes they deeply cared about such as supporting veterans, active-duty military, and first responders.

Dana White, CEO of UFC, commented: “As I’ve gotten to know the team at Black Rifle Coffee Company, I’ve come to respect how they’ve built their business and the values they stand for.”

“Taking care of the men and women who serve this country is something that has always been important to me and an issue I care deeply about. I’m proud to partner with a company like BRCC that is committed to helping veterans and others who have put their lives on the line and sacrificed so much to protect our way of life.”

The coffee company supports veterans in several ways, such as actively recruiting and employing veterans, providing them with meaningful employment opportunities as they transition to civilian life. 

In addition, the company offers support through awareness campaigns, donations and partnership, fundraising and community building initiatives.

Beststated: “Embracing a shared commitment to excellence and service, Black Rifle Coffee Company stands as a trailblazer in crafting the standard of what it is to be a benefit corporation.

“We are immensely proud and excited to announce our partnership with UFC. UFC has revolutionised the landscape of competitive sports, and our collaboration aims to invigorate fans, fostering the creation of unforgettable experiences and lasting memories. 

“Together, we fight forward with a shared vision of greatness for making a difference in the lives of those who served.”

It has been a busy start to the year for the MMA organisation, as it announced its partnership and sponsor team has merged with the WWE in order to capitalise on further commercial sponsorship opportunities. 

The UFC also signed a two-year contract renewal with Entain in Australia and New Zealand, which has swapped the latter’s Neds brand with Ladbrokes Australia as the MMA promotion’s partner.

Previous articleSBC Summit Rio to Host an Exclusive Meet-up for Sports Teams
Next articleThe FA & TNT Sports sign a landmark broadcasting deal