US energy drink brand Monster Energy has renewed its Global Partner deal with US-based mixed martial arts organisation Bellator.
The three-year deal will see Monster Energy remain as one of Bellator’s main partners until 2021.
A partner since 2014, Bellator’s deal includes in-cage branding at all events – both on the mat and on padded posts – and a host of IP rights.
Bellator president Scott Coker said: “The partnership with Monster Energy has been an important component of our business since day one.
“They have played a factor in our success and we are thrilled to announce this new three-year extension.”
This year, Monster Energy also renewed its Global Partner deal with Bellator’s main rival UFC.
For more on UFC’s portfolio, see our analysis here: ‘UFC gets new Official Beer, renews with Monster Energy.’