Multi-sport ownership conglomerate TKO Group has struck a pair of new, wide-ranging partnerships covering a range of properties, including its mixed martial arts (MMA) brand UFC, and the Zuffa Boxing promotion.
The firm first announced nicotine pouch brand FRE as the official nicotine pouch partner of six properties and disciplines in all, including TKO-owned UFC, Zuffa Boxing, PBR, and submission grappling arm UFC BJJ, as well as the IMG-owned annual World’s Strongest Man competition, and Formula Drift racing series.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
Through this “comprehensive” multi-year agreement, FRE branding will appear across these properties, including on the UFC octagon, the Zuffa Boxing ring, the bucking chute in PBR, and the racetrack in Formula Drift.
This will begin on April 11 with the upcoming UFC 327: Prochazka vs Ulberg event, which will take place in Miami, Florida, at the 19,600-capacity Kaseya Center.
FRE pointed to UFC’s audience, which has been measured at being over 90% older than 21 years of age, as a particular driver of the partnership.
TKO executive vice president and head of global partnerships Grant Norris-Jones said: “TKO was built to partner with brands that want to show up in a big way across the world’s most passionate fan communities.
“FRE is bringing a modern, differentiated product to market for the moments that matter most. This partnership unlocks a powerful platform across our industry-leading assets, including our latest offering, Zuffa Boxing, and will enable FRE to reach adult customers at unmatched scale.”
TKO has also announced a new partnership with insurance agency Supersure covering UFC, UFC BJJ, and Zuffa Boxing.
This partnership will extend to events in the US market only and sees Supersure designated as the official small business insurance and commercial brokerage technology partner, the first in this category for TKO.
Assets available for Supersure to leverage include octagon branding and activations at select top-line UFC ‘numbered events’ and secondary Fight Nights, broadcast integration, integration across UFC’s social media and digital channels, and more.
As with FRE, this will begin with tomorrow’s UFC 327 event.
For Zuffa Boxing, this will include Supersure branding on ropes across all four sides of the ring, and competition mat signage during UFC BJJ events.
Supersure will also gain the right to an advertising slot on the UFC Freedom 250 event, which will take place on June 14 at the White House.
TKO Group suffered a small drop in revenue for 2025 but saw net income rise significantly following a loss in the previous financial year.
For the full year ending December 31, 2025, TKO delivered revenue of $4.73 billion, down 3%, and adjusted earnings before interest, taxes, depreciation, and amortization (EBITDA) of $1.58 billion, a 47% increase.
Zuffa Boxing is the newest of its ventures, and was created in 2025 through a multi-year partnership with Saudi Arabian events company Sela and high-profile boxing figurehead Turki Alalshikh.
