US MOTORCYCLE manufacturer Harley-Davidson has extended its sponsorship of the mixed martial arts promoter Ultimate Fighting Championship (UFC) in a multi-year agreement. Although undisclosed, Frontiers values the deal at around $2m per year.
It is thought that Harley-Davidson’s renewal premium was significantly higher than in the original contract. One reason behind the rise is understood to be UFC’s new broadcasting deal in the US with the Fox Network.
Under the terms of the deal, unveiled at a press conference Thursday, August 18, pay-television channel Fox Sports will show live four UFC events per year, generating enhanced exposure for Harely-Davidson and other UFC associated brands. FX, a subsidiary channel of the Fox network, will show a further six live events throughout the year.
Sport Business Daily values the seven-year agreement between UFC and Fox at around $90m per year.
As part of its agreement with UFC, Harley-Davidson will initially activate its sponsorship next month through the ‘Hometown Throwdown’ – a promotion which allows fans to vote for their home town to host a major UFC card next year.
The Milwaukee-based company, who have been a supporter of UFC since 2008, will also secure brand presence on online outlets, in the "Octagon" fighting cage and during television broadcasts on pay-per-view and cable.
Harley-Davidson's Director of Consumer Influence Paul James told Frontiers: "We see our brand embodied in these fighters, who are young, aggressive, hard working individuals cutting against the grain.
"We believe that the Harley-Davidson brand and our products appeal to a diverse and unique customer base and we hope that a mixed martial arts sport like the UFC appeals to a variety of people who may be interested in our brand."
The first UFC card to be broadcast on the Fox network will be shown November 12.