UFC has announced a record partnership with Monster Energy, marking the third renewal between the two organisations since 2015.
As the official energy drink partner of the UFC, Monster Energy’s logo will remain at the centre of the Octagon for all UFC events such as Pay-Per-Views, Fight Nights, as well as all episodes of the live fight series Dana White’s Contender Series, The Ultimate Fighter, and Road to UFC, a tournament for UFC prospects from Asia.
Additionally, UFC-sponsored athletes will market the beverage brand during pre and post-event press conferences and post-fight official decisions in the Octagon. According to the combat sports organisation, Monster Energy will reach an estimated 975 million households in 170 countries through broadcasts.
Dana White, CEO and President of UFC, commented: “Monster has been an incredible partner to work with over the years. The Monster logo has been a fixture in the Octagon for a decade – literally right in the middle of our biggest events.
“When you think of UFC, you think of Monster. Monster is passionate about this sport, and they love the UFC brand. We appreciate their continued support and look forward to all of the incredible events we’ll put on together in the years ahead.”
Notably, this renewed partnership marks the largest sponsorship deal in the history of both companies. While the official figure has not been confirmed there are reports that the deal is worth nine figures.
While Monster has become a staple brand in the UFC, the energy drink has an impressive sponsorship portfolio in other sports. Most recently, Monster partnered with Premier League club Southampton.
However, the brand is possibly most well-known for its alliances with extreme sports, such as motocross, BMX, mountain biking and surfing.
Rodney Sacks, Co-CEO and Chairman of the Board of Monster Energy, said: “For nearly a decade, Monster Energy and UFC have built one of the most impactful partnerships in sports.
“This historic renewal marks the biggest sponsorship deal in our history and the largest in UFC history. UFC is the most dynamic combat sports organisation in the world, and its athletes embody the aggressive personality, the uncompromising passion, and the relentless drive to succeed – that is Monster’s DNA.
“Together, we are excited to keep raising the bar and fueling the next generation of UFC champions and fans.”
