The Ultimate Fighting Championship (UFC) has announced a multi-year partnership renewal with energy drink brand Monster Energy, which will thus remain the promotion’s Official Energy Drink.
The latest renewal is the third partnership extension of the agreement, which kicked off back in 2015. It is also recorded as the “largest sponsorship deal in the history of both companies”.
Monster Energy will continue to have branding presence at the centre canvas inside the Octagon at all UFC big events, including Pay-Per-Views and Fight Nights and all episodes of the live fight series: Dana White’s Contender Series, The Ultimate Fighter, and Road to UFC.
Monster Energy will have its cans present at UFC pre- and post-event press conferences as well as at the post-fight official decisions in the Octagon.
Dana White, CEO and President, UFC, commented:
“Monster has been an incredible partner to work with over the years. The Monster logo has been a fixture in the Octagon for a decade—literally right in the middle of our biggest events. When you think of UFC, you think of Monster. Monster is passionate about this sport, and they love the UFC brand. We appreciate their continued support and look forward to all of the incredible events we’ll put on together in the years ahead.“
Rodney Sacks, Co-CEO and Chairman of the Board, Monster Energy, added:
“For nearly a decade, Monster Energy and UFC have built one of the most impactful partnerships in sports. This historic renewal marks the biggest sponsorship deal in our history and the largest in UFC history. UFC is the most dynamic combat sports organization in the world, and its athletes embody the aggressive personality, the uncompromising passion, and the relentless drive to succeed–that is Monster’s DNA. Together, we are excited to keep raising the bar and fueling the next generation of UFC champions and fans.“
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