Monster

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Mexican beer brand Modelo is paying between $12m (€10.6m/£9.2m) and $14m per year as the new Official Beer of the Ultimate Fighting Championship, according to industry sources.

US energy drink brand Monster Energy has renewed its Global Partner deal with US-based mixed martial arts organisation Bellator

Mixed martial arts fighter Conor McGregor signed a pair of new sponsorship deals ahead of his comeback fight against Khabib Nurmagomedov last Friday.

Drinks brand Monster Energy has enhanced its backing of Yamaha by becoming the new title sponsor of the Japanese motorcycle manufacturer’s MotoGP team.