UFC extends Atomic Brands deal

The Ultimate Fighting Championship (UFC) has announced a partnership extension with canned cocktail company Atomic Brands, which will see its Monaco Cocktail brand continue on as the Official Hard Lemonade as well as the Official Canned Vodka Cocktail of the American mixed martial arts promotion company. 

Monaco Cocktail will continue to be present at UFC pay-per-view events, Fight Nights and also on The Ultimate Fighter.

The extension also sees Monaco become the Official Canned Cocked of the UFC and receive brand visibility during broadcast features and also inside the Octagon.

The UFC and Monaco will also work together on content for their digital and social media channels. 

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Grant Norris-Jones, Senior Vice President, Global Partnerships, UFC, commented:

“In only a short time, we’ve seen a tremendous response towards our Monaco-branded integrations in our content and live events. We’re committed to the long-term growth of the Ready-to-Drink category because it’s a great fit for our brand and it targets the sweet spot of our young adult demos.  Atomic Brands, Monaco’s parent company, is a terrific partner to anchor the RTD category for us for years to come. We look forward to introducing other brands from their ready-to-drink portfolio to our audience as well.“

Don Deubler, CEO, Atomic Brands, said:

“We’re fired up about expanding our partnership with UFC, and excited to continue bringing high-energy to their fan base through our crowd-pleasing, best-selling canned cocktails. Aside from extending Monaco’s presence beyond the vodka category, fans can expect to see other ready-to-drink beverages featured from Atomic Brands’ diverse portfolio. We’re committed to providing UFC’s community with fun and flavor through our lineup of bold, delicious canned cocktails that really get the party going.“

Also read: UFC teams up with Bud Light