The Ultimate Fighting Championship has roped in sleeping aid company Hostage Tape as its Official Sleep Aid Partner following a marketing partnership agreement.

The deal will see Hostage Tape “activate its brand within some of UFC’s most significant assets”. Hostage Tape branding will be present inside the Octagon at select Fight Nights, on broadcast integrations, and at some of the biggest UFC events. 

Additionally, the UFC Performance Institute will conduct dynamic data-oriented sleep study to analyse the overall benefits of nasal breathing and improve the lives of UFC athletes and fans at home.

Grant Norris-Jones, Executive Vice President and Head of Global Sponsorships, Ultimate Fighting Championship and World Wrestling Entertainment, commented:

“The team at Hostage Tape have created an innovative product with provocative marketing designed to capture consumers’ attention. In that respect, they’re similar to UFC. We also appreciate their focus on helping consumers live healthier lives. We’re looking forward to collaborating with them to help them reach more customers and grow their business.“

Alex Neist, Founder, Hostage Tape, said:

“We value sleep and want to spread our message globally. We are incredibly proud and excited to announce our partnership with UFC. UFC has revolutionised the world of competitive sports, and our collaboration aims to help fighters, fans, and everyone get better sleep, better exercise, breathe better and live better.“