Mixed martial arts’ UFC has extended its partnership with Modelo, the Mexico-based beer brand, which will remain the official beer of the organisation, as it has been since 2018.
The renewal will see the pair continue to create fan experiences and Modelo receive exposure via signage and branding inside UFC’s Octagon competition ring.
In addition, the pair have partnered with Rebuilding Together, the non-profit organisation, to regenerate gyms across the USA.
The initiative will kick off in Cleveland, Ohio, where Modelo brand ambassador and former UFC heavyweight champion Stipe Miocic will assist with revitalising the Revolution Fight and Fitness gym.
Under the agreement, the trio will provide the gym with new equipment including boxing mats, punching bags and ropes as well as new lighting and fresh paint.
The community-based initiative aims to renovate gyms across the country which play important roles in shaping the local areas.
In the upcoming months, the initiative will enhance gyms in Austin in Texas, Saratoga in New York and Seattle.
Greg Gallagher, vice president of brand marketing at Modelo, said: “For many, that support comes from gyms that provide structure and safe havens, which is why we’re proud to partner with UFC to revitalize these important community pillars.”
Caroline Blakely, president and chief executive of Rebuilding Together, added: “Gyms and sports facilities play a unique role in the well-being of our communities. Through our unique and innovative partnership with UFC and Modelo, we are not only furthering our investment in our communities but are also playing an important role in the health and happiness of our neighbours.”
Paul Asencio, senior vice president of global partnerships at UFC, said: “We are excited about the work we are doing together to revamp gyms and inspire athletes in Cleveland, Austin, Seattle and Saratoga and look forward to seeing the next generation of fighters come from these communities.”