HomeNewsNewsAerospaceMixed Martial Arts (MMA)USA

AirAsia gets upgrade for McGregor-Nurmagomedov fight

UFC partner AirAsia will get ‘unprecedented branding’ at this weekend’s big fight between UFC legend Conor McGregor and Khabib Nurmagomedov at the T-Mobile Arena in Las Vegas.

Billed as the biggest fight in mixed martial arts history, UFC 229 will see AirAsia extend its regional brand presence onto a global scale with asset integration across UFC’s social, digital, and pay-per-view broadcast of the event.

To generate more visibility, AirAsia will take over the red corner of the Octagon – the corner for the fighter who is introduced second before the fight – usually the defending champion or the fighter with the greatest box office appeal.

In the lead up to the event, AirAsia’s cabin crew will join UFC’s Octagon Girls on stage during the official ceremonial weigh-ins – one of the highlights of UFC fight week.

“AirAsia is one of the most widely-recognised brands throughout Asia-Pacific and they are a perfect partner to help us build positive brand awareness for UFC,” UFC President Dana White said.

The move is a step up for AirAsia, which entered into a three-year UFC partnership for the Asia-Pacific, from 2017 to 2019, last year.

Most recent

The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.