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Monster Energy signs up as major UFC partner

Energy drinks company Monster Energy has agreed a multi-year partnership with the Ultimate Fighting Championship mixed martial arts series.

Monster will serve as the official energy drink of the UFC under an exclusive worldwide agreement that excludes Brazil.

Under the deal, which was first reported last December and places Monster alongside major UFC sponsors Reebok and Budweiser, the brand will sponsor a number of UFC athletes including current world champions Ronda Rousey (pictured) and Anthony Pettis. Monster will also back No.1 welterweight contender Johny Hendricks, with further athlete signings to be announced at a later date.

Additionally, Monster Energy will benefit from central logo placement on the canvas at UFC events among numerous sponsorship, retail and fan activations.

UFC executive vice-president of global marketing partnerships Michael Mossholder said: “This new multi-year deal will bring new and exciting experiential opportunities and unique in-market retail promotions.”

Sam Pontrelli, Monster Energy senior vice-president of marketing, added: “Through this partnership we will build a stronger brand position and expand our reach globally, thereby gaining exposure to a new audience while supporting the sport’s premiere athletes. We look forward to a long and mutually beneficial relationship.”