Mixed Martial Arts

Latest Features

The Ultimate Fighting Championship has inked one renewal and four new partnerships since December last year, raising at least $6m (€5.3m) in sponsorship revenue.

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.

Low-cost airline AirAsia has signed sponsorship deals with leading mixed martial arts and surfing organisations to help grow the brand in important Asia-Pacific markets such as China and Australia

The Ultimate Fighting Championship mixed martial arts organisation plans to host five events in Asia and Australia in 2018 as it consolidates its presence in Asia-Pacific and creates more assets for its expanding regional sponsorship roster.

Mixed martial arts promotion the Ultimate Fighting Championship (UFC) has signed up Mexican beer brand Modelo Especial in a multi-year deal for the US market only.

The Ultimate Fighting Championship (UFC) has announced a multi-year extension of its marketing partnership with Blackheart Premium Spiced Rum. Terms were not disclosed

US-based mixed martial arts organisation Bellator has entered into a multi-year partnership with cbdMD, a consumer cannabidiol (CBD) brand

Mixed martial arts promotion Combate Américas has agreed a partnership with telco Cricket Wireless.

The Ultimate Fighting Championship (UFC) has signed new partnerships with Canadian CBD firm Aurora Cannabis and US sports nutrition brand Thorne

Features

The WME-IMG agency, which bought the Ultimate Fighting Championship mixed martial arts promotion for $4bn (€3.8bn) in July, wants to bring more blue-chip sponsors to the organisation on longer-term contracts and significantly increase the figure it generated from sponsorship in 2015.

Central deal values for the US-based Bellator mixed martial arts (MMA) organisation have doubled over the past three years as its live television ratings reach new highs.

US sportswear brand Under Armour has expanded its presence in the Asia-based mixed martial arts organisation One Championship to support growth plans in Southeast Asia.

Victor Chu, senior vice-president, commercial partnerships, for One Championship, said a UFC-style competition-wide apparel agreement was something the organisation “was open to” following its recent deal with sportswear manufacturer Under Armour.

Brand awareness and access to teams are key drivers in sponsorship for the US fantasy sports gaming brand DraftKings.

The Ultimate Fighting Championship’s (UFC) exclusive apparel deal with sportswear manufacturer Reebok is part of a drive to increase exposure for all the mixed martial arts promoter’s central sponsors.

Online betting company Unibet will be the Official Betting Partner of the Ultimate Fighting Championship mixed martial arts organisation under a two-year deal, from March 2014 to March 2016.

The UFC and P&G campaign was developed to activate individual marketing campaigns for three of P&G’s brands in Brazil.