Energy drinks brand Monster is set to agree a multi-year commercial partnership with mixed martial arts property the Ultimate Fighting Championship, according to multiple reports.
The deal is understood to be worth in the region of $7m (€5.6m) and is set to place Monster at a similar level to major UFC sponsors Reebok and Budweiser.
Monster is poised to benefit from extensive exposure at UFC events and through associated advertising inventory.
An established presence at global extreme sports events, the UFC partnership will mark Monster’s first major venture into combat sports.