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UFC signs first sports drink partner

Mixed martial arts organisation the Ultimate Fighting Championship (UFC) has entered into a multi-year partnership with isotonic beverage brand BodyArmor Sports Drink.

Under the agreement, BodyArmor will become the official sports drink of UFC.

The deal covers the United States and will launch in 2018, with the company supplying its BodyArmor sports drink and BodyArmor Lyte to the UFC Performance Institute’s two branded hydration stations.

The product will also serve as the presenting sponsor of select UFC weigh-in events, as well as providing corner branding stools, towels and buckets at all US events.

BodyArmor will also have a presence on UFC.com and live-event programming, as well as being integrated across multiple social and digital platforms.

“With the explosive growth that BodyArmor has seen in recent years – it’s an exciting time for the brand to team up with UFC,” said Mike Repole, co-founder and chairman of BodyArmor.

“A partnership between the fastest-growing sports drink and the fastest-growing sports organisation creates a tremendous opportunity for BodyArmor to play an important role in the hydration needs of some of the best athletes in the world.”

Retired NBA basketball player Kobe Bryant is the number three shareholder in BodyArmor. Other professional athletes that have invested in the product include NBA star James Harden, Major League Baseball’s Mike Trout, NFL American football player Andrew Luck and US golfer Dustin Johnson, among others.