HomeNewsNewsFood - PreservedMixed Martial ArtsUSA

Kraft Heinz builds on UFC association

Mixed martial arts organisation UFC has signed a multi-year partnership with Kraft Heinz Company brand Devour.

As part of the deal, the Devour frozen food brand will become the Official Frozen Meal of UFC, joining Oscar Mayer P3 Portable Protein Pack as the Official Protein Snack of the organisation. Both designations mark exclusive sponsorship categories for UFC.

Devour joins fellow Kraft Heinz brand Oscar Mayer P3 as a UFC sponsor. Oscar Mayer P3 first teamed up with UFC last year and has now signed a multi-year deal of its own.

Similar to Oscar Mayer P3’s partnership with UFC, Devour’s deal with the organisation will focus on reaching fans across key demographics, including Millennials, early adopters and trendsetters.

Read this: UFC gets new Official Beer, renews with Monster Energy

Oscar Mayer P3 and Devour will be integrated extensively into select UFC live events, benefiting from a branded presence inside the Octagon, custom integrations throughout UFC telecasts, in-venue activations, social media campaigns, custom content pieces, and Fight Week and Fight Night integrations.

The two brands will also launch dedicated UFC products at select participating retail locations. An exclusive Oscar Mayer P3 product line will feature co-developed product nutritionals certified by the UFC Performance Institute. Devour will also include UFC logos on product offerings.

Additionally, Oscar Mayer P3 will leverage UFC fighter talent within an original series produced at the Performance Institute in Las Vegas, while Devour will integrate into the Dana White: Lookin’ for a Fight programme.

Most recent

French multinational insurance brand AXA will pay about £12m ($15.3m/€13.6m) per year as the new training kit partner of Premier League club Liverpool, SportBusiness Sponsorship has learned.

Barclays bank will pay between £4m ($5.2m/€4.6m) and £4.5m per season as the first title sponsor of the FA Women’s Super League, SportBusiness Sponsorship has learned. T

Chinese smartphone brand Oppo will pay between £8m (€9.26m/$10.3m) and £9m per year to partner with the Wimbledon tennis championships, according to industry sources.

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.