Mixed martial arts’ UFC has today extended its global partnership with Monster Energy, the leading energy drinks brand and prominent sports sponsor.

Under a multi-year renewal, Monster will continue to serve as UFC’s official energy drink and in addition, the deal will expand to include the brand as UFC’s official water, a new sponsorship category for the MMA promotion.

The agreement marks the second consecutive global sponsorship renewal between the two parties and continues to build upon a relationship that began in 2015.

Monster will retain centre canvas and entrance logo placement inside the fighter gate of UFC’s Octagon at all events, while also partnering with UFC on retail promotions and social and digital media integrations during events in select markets, as well as serving as the presenting sponsor for UFC’s Twitch channel.

The brand will also become the official sponsor of several original programmes featured on the UFC Fight Pass subscription streaming service.

In addition, Monster’s logo will remain prominently displayed on the UFC Fight Night kit collection apparel of its sponsored UFC athletes.

Dana White, UFC president, said: “Monster has been one of the best partners UFC has ever had. Our companies have grown alongside one another for more than a decade and we look forward to continuing the partnership for many years to come.”  

Monster has a strong sponsorship presence across a range of sports including soccer, basketball, motorsports, rugby league and esports.