Mixed martial arts series the Ultimate Fighting Championship has struck a partnership with sports supplement provider Performance Inspired.
As the championship’s official sports supplement, Performance Inspired will supply its products to the UFC Performance Institute.
In addition to product placement at the UFC Performance Institute, Performance Inspired will also have a presence inside UFC’s Octagon, on UFC.com and on live-event programming, as well as being integrated across UFC social and digital platforms.
Hollywood actor Mark Wahlberg, who is a shareholder in the UFC, is the co-founder of Performance Inspired.
“The UFC has the most comprehensive anti-doping program in sports, and we just opened a state-of-the-art performance institute at our new offices, so the health and performance of our athletes is essential to everything we do,” UFC president Dana White said.
Wahlberg added: “Inspiring people to be active and healthy is rewarding for me personally and the charity element of our business is an added benefit. It’s one of the reasons we created Performance Inspired, as it’s all about giving back and helping athletes on any level maximise their true potential. UFC athletes need nutritional support and we’re glad we can fill this necessity.”