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Monster Energy renews with Bellator MMA

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.’