Energy drinks company Monster Energy has agreed a new partnership with mixed martial arts organisation Bellator.
Under the deal, Monster Energy will become the official energy drink partner of Bellator.
Monster Energy will benefit from branding inside the Bellator cage and at various in-arena consumer touch points.
The firm will also extend its ‘Monster Girl’ programme with a marquee position in sponsoring the ‘Bellator Girls’ ring girl squad. Monster Energy has also added Quinton ‘Rampage’ Jackson to its stable of sponsored fighters.
Monster Energy and Bellator will also look to engage in a multi-faceted activation plan to help build customer loyalty and increase interest in the sport.
The length of the multi-year deal was not disclosed.