Monster Energy extends UFC partnership

The Ultimate Fighting Championship mixed martial arts series has renewed its global partnership with drinks brand Monster Energy.

Monster will retain its position as the official energy drink of UFC after signing a new multi-year deal with the organisation.

The deal will grant Monster continued brand exposure inside the Octagon at UFC events. Monster will also work with UFC on retail promotions during events in selected markets.

In addition, Monster will retain a presence on the UFC Fight Night Collection apparel of its sponsored athletes. Its current list of sponsored athletes includes Max Holloway, Conor McGregor, Tyron Woodley, Daniel Cormier, Cain Velasquez, Dominick Cruz, Chris Weidman, Paige VanZant, Yair Rodriguez and Donald Cerrone.

Paul Asencio, UFC’s senior vice-president of global partnerships, said: “Both brands are the most innovative in their respective markets and, like UFC, Monster consistently strives to improve both its products and fan engagement. We look forward to continually combining our efforts to provide fans with premium products, both inside and outside of the Octagon.”