CLMBR, the fitness equipment company, has been named as the official climbing machine partner of mixed martial arts’ UFC.
Under the terms of the agreement, the brand will supply its machines to the UFC Performance Institute in Las Vegas, US, to be used by fighters during their strength and conditioning workouts.
CLMBR will receive brand exposure via UFC broadcasts and select pay-per-views, and inside UFC’s octagon during various events.
The duo will also collaborate to create a range of original content, which will be distributed across UFC’s digital assets.
In addition, the partnership provides for an annual brand ambassador fund to offer UFC athletes paid marketing opportunities.
Duncan French, vice president of performance at UFC, said: “CLMBR represents a great product that will naturally fit into our training methods. Our team of experts at the Performance Institute is looking forward to utilizing CLMBR machines in the strength and conditioning programs we create for UFC athletes.”
Other recent partnership agreements for UFC have included Sweet Sweat, The Memento Group, Crypto.com, Icon Meals and Monster Energy.