Monster Energy, a long-standing UFC sponsor, has renewed its global partnership with the mixed martial arts promotion in a record deal.

Under a multi-year extension, the brand will continue to serve as UFC’s exclusive global official energy drink.

The agreement, the third consecutive partnership renewal between UFC and Monster, prolongs a relationship that began in 2015 and has been described as the largest sponsorship deal in the history of both companies and in addition, the deal will expand to include the brand as UFC’s official water, a new sponsorship category for the MMA promotion.

Under the terms of the renewal, Monster Energy will continue to have canvas placement inside the octagon at UFC’s biggest events, including pay-per-views and Fight Nights, as well as all episodes of the live fight series, Dana White’s Contender Series, The Ultimate Fighter reality series, and Road to UFC, the tournament for Asia's top MMA prospects. 

Monster Energy drinks will also be promoted by UFC athletes sponsored by the brand during pre-and post-event press conferences and post-fight official decisions in the Octagon.

Dana White, UFC president and CEO, said: “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. 

“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 events we’ll put on together in the years ahead.”

Rodney Sacks, Monster Energy co-CEO and chairman of the board, 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. Together, we are excited to keep raising the bar and fueling the next generation of UFC champions and fans.”