Manscaped joins the UFC’s global sponsorship tier.
The Ultimate Fighting Championship (UFC) has announced an extension of its deal with men’s grooming brand Manscaped. The expanded partnership will see Manscaped move from being a domestic UFC partner—the Official Electric Trimmer—to the global tier of the UFC’s sponsorship portfolio.
The three-year extension is reported to triple the initial deal. It will also see Manscaped’s product Lawn Mower 4.0 get a naming presence in the fourth and fifth rounds of UFC matches and also visibility in the ring and on digital assets. Additionally, there will also be custom content creation and further integration of UFC talent.
Speaking about the expansion of the partnership, Manscaped CEO and Founder Paul Tran commented:
“UFC has been phenomenal for us and allowed us to zero in on their core of young males, which are our core consumers.”
UFC Vice President/Global Partnerships, Grant Norris-Jones added:
“They created an industry and we helped. The hookup started with a six-figure digital/social partnership to support Manscaped’s efforts in the direct-to-consumer channel — which is still its largest — though Manscaped products are now sold in retailers as large as Amazon, Target and Macy’s. This deal is around 3x the previous pact, rising to low seven figures annually. Keep in mind: This is a category so new, there’s no consensus on what to call it, aside from men’s grooming.”
With the expansion of its UFC deal, Manscaped’s current sponsorship partners include NFL team San Francisco 49ers, Premier League club West Ham United, and the NHL’s Ottawa Senators and the Montreal Canadiens.