International mixed martial arts promotion Ultimate Fighting Championship (UFC) has announced a multi-year partnership with US pharmaceutical business Rizz Pharma.

Through the deal, Rizz Pharma becomes an official partner of UFC, with exclusive partnership rights in the categories of both hair loss and erectile dysfunction, making it the UFC’s first-ever specific partner in either category.

The partnership will see Rizz Pharma branding prominently placed at UFC events, including major pay-per-view cards and fight nights, as well as during every episode of the “Dana White’s Contender Series” TV show.

During certain UFC broadcasts, Rizz Pharma branding will be activated alongside the company’s “What’s Coming Up?” card preview segment.

In the build-up to fights, the privacy cover used by UFC fighters as they undress during weigh-ins will also feature Rizz Pharma branding, marking the first time such a branding placement has been seen in UFC.

John Rogoveanu, co-founder of Rizz Pharma, stated: “Aligning with one of the most prominent sporting entities globally, Rizz Pharma reinforces its commitment to healthcare excellence and accessibility.”

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“This strategic collaboration not only elevates our brand presence but also aligns perfectly with our vision of a healthier, more accessible future for every American.”

The partnership will be inaugurated at the upcoming UFC Fight Night: Dolidze vs Imanov event on February 3, which is set to be hosted at UFC’s Apex venue in Las Vegas, Nevada.

Rizz Pharma joins a long list of partnerships signed by the UFC in recent years. Most recently, the promotion agreed a deal with international e-commerce brand Fanatics, to cover the trading card realm.

The deal will see Fanatics-owned trading card brand Topps create a new range of trading cards around the UFC and its roster of fighters.

Fanatics will support the partnership “with a variety of promotional initiatives,” including featured content on the Fanatics Live commerce platform, where collectors and fans will be able to view interviews with UFC athletes.