Monster Energy, the energy drinks brand, has added the ONE Championship mixed martial arts (MMA) promotion and slap fighting promotion Power Slap to its commercial portfolio.
The deal with ONE took effect on Friday (January 13) with Fight Night 6: Superbon vs. Allazov and sees Monster designated the official energy drink of the series.
It gives Monster prominent branding – including in the center of the ring – during primetime events in the US and Asia broadcast live to over 170 countries.
The brand also has exclusive branding for the Fight of the Night and Action Replay segments during broadcasts.
In addition, a ‘VIP Flyaway Tour’ giveaway will give fans the chance to win a trip to select ONE tentpole events.
Chatri Sityodtong, ONE Championship chairman and chief executive, said: “We are thrilled to welcome Monster Energy as our first official energy drink partner. ONE Championship only partners with the best in the world across every business unit, and Monster is the clear industry leader for energy drinks and alternative beverages in professional sports. We can’t wait to see what the future holds for ONE and Monster.”
Dan McHugh, chief marketing officer at Monster, added: “ONE Championship is one of the biggest sports media properties in the world. In terms of global reach, it is bigger than the NFL, the NBA, or any of the domestic European soccer leagues – it is massive. We are very excited to get into the circle with them as their first-ever official energy drink partner.”
Meanwhile, the deal with Power Slap, which was launched last year by Ultimate Fighting Championship (UFC) president Dana White, sees Monster become the first commercial partner of the new promotion.
As with ONE Championship – and, indeed, the UFC MMA promotion – Monster has been named the official energy drink of Power Slap, and it is a flagship sponsor of the accompanying Power Slap: Road to the Title reality series about the promotion and its athletes.
Monster will also be the presenting partner of Power Slap’s first live event, which was postponed to Wednesday (January 18) following the emergence of a video showing a physical altercation between White and his wife.
Monster will benefit from branding on athlete kits – including jerseys, pants, and hoodies – and on the ‘Power Slap Table’, as well as via digital and social media activity.
Monster has a host of other commercial tie-ups across the likes of soccer, motorsport, and esports.
Frank Lamicella, president of Power Slap, said: “We’re thrilled that Monster Energy is joining Power Slap as the organization’s first official global partner. Monster Energy has long been a supporter of combat sports and we’re proud to have them with us as we start this journey to legitimize and elevate professional slap fighting.”
Power Slap has also agreed a sponsorship with Grant Cardone Ventures, which will give the business consulting company “branding across numerous prominent in-competition placements, including both Power Slap striker boxes, the coveted center canvas position, and on the Power Slap Table for both Power Slap: Road to the Title and Power Slap’s first live event.”
The promotion’s live events are to be broadcast in the US on the TBS pay-TV channel, owned by Warner Bros. Discovery, while Power Slap: Road to The Title will be shown on the TBS linear channel, website mobile app, and apps on Hulu, YouTube TV, Sling TV, and TV Everywhere.
Power Slap was launched in partnership with the UFC, entertainment and sports giant Endeavor, and production company Pilgrim Media Group.