UFC signs multi-year sponsor extension with Monster Energy
UFC, the mixed martial arts promoter owned by Endeavor, the combined Hollywood talent agency and sports and entertainment company formerly known as WME-IMG, has renewed its global sponsorship deal with Monster Energy in what it described as a “multi-year extension.”
The existing deal, signed in March 2015, was reported to be worth over $7 million.
Under the new agreement, the energy drinks distributor will continue to serve as the ‘official energy drink’ of UFC.
As part of the extension, Monster’s logo will continue to be placed on the centre canvas and entrance inside UFC’s octagon at events. The two brands will also work together on retail promotions during UFC events in selected markets.
Monster’s logo will also remain prominently located on the apparel of its sponsored UFC athletes, including the series’ superstar Conor McGregor.
Paul Asencio, UFC’s senior vice president of global partnerships, said: “We are thrilled to renew our global partnership with Monster Energy, a world-class brand and core sponsor that perfectly aligns with UFC. Both brands are the most innovative in their respective markets, and like UFC, Monster consistently strives to improve both its products and fan engagement. We look forward to continually combining our efforts to provide fans with premium products, both inside and outside of the Octagon.”
The announcement comes as UFC and Endeavor are reported to be seeking a new US television rights deal worth between $250 million and $300 million a year, a figure that compares with the figure approaching $150 million a year that Fox, the national network, pays under the existing seven-year deal that expires this year.
Fox’s exclusive negotiating window to renew the deal expired in October, with the broadcaster only prepared to offer $200 million a year, according to reports.