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The Monster energy drink brand’s deal with Kawasaki Team Racing is its first foray into team sponsorship in World Superbike, but follows a far bigger, ongoing investment in MotoGP.
Mixed martial arts promotion the Ultimate Fighting Championship (UFC) has signed up Mexican beer brand Modelo Especial in a multi-year deal for the US market only.
Central deal values for the US-based Bellator mixed martial arts (MMA) organisation have doubled over the past three years as its live television ratings reach new highs.