UFC signs Asia-Pacific partner

Tyre manufacturer General Tire has entered into a partnership with the Ultimate Fighting Championship mixed martial arts promotion.

The multi-year deal names General Tire as the official tyre partner of the UFC in the Asia-Pacific region.

The deal commences with the UFC Fight Night: Holm vs. Correia event at Singapore Indoor Stadium on June 17.

“Martial arts has a long history and deep rooted culture in Asia which provides us with a unique bridge to potential customers in the region,” Mitchell Golledge, head of marketing in the Asia-Pacific region at Continental Tyres, General’s parent company, said.

“UFC’s growing popularity, coupled with its devoted fan base will enable our brand to reach a segment of consumers that possess an adventurous spirit, a value which also sits at the core of our brand.”

General Tire will benefit from branding inside the UFC Octagon and experience booths during events. Further promotion will be granted during live broadcasts and across social and digital media.