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Official Protein Snack gives UFC hat-trick of new deals

UFC has announced its third partnership agreement in the space of a week as it continues to broaden its portfolio under the ownership of the Endeavor agency.

The latest partnership is with Oscar Mayer, the Kraft Heinz-owned meat production company which makes P3 Portable Protein Packs.

The protein brand will fill a new, exclusive sponsorship category for the MMA promotion –  the ‘Official Protein Snack’ of UFC.

Under the deal, P3 will have a branded presence inside the Octagon at select UFC events for the remainder of the year. P3 branding will be integrated throughout UFC’s telecasts, digital media campaigns and Fight Week integrations; and P3 displays will feature images of UFC athletes and official UFC logos at point of sale in selected retailers.

P3 Portable Protein Snacks – a combination of meat, cheese, nuts and fruits – are widely distributed in grocery and convenience stores in the US.

The deal follows two spirits deals made last week with the vodka-brand Nemiroffand the rum brand Blackheart Premium Spiced Rum.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.