Mixed martial arts’ UFC has entered into a major partnership with Icon Meals, a producer of fresh ready-made meals.
The company has become the official meal delivery partner of UFC, and will “collaborate [with the promotion] on new nutritional support services to assist UFC athletes during their fight camp.”
UFC, meanwhile, will purchase an equity stake in Icon.
In terms of what benefits Icon will receive from sponsoring UFC, it will be named presenting partner of the weigh-ins before UFC Fight Nights (for US events) and will have a brand presence at the UFC Performance Institute in Las Vegas.
The duo are also set to work together on original content to be distributed across UFC’s social media and digital platforms, while the agreement includes funding for an Icon Meals brand ambassador, a slot which will offer “significant paid marketing opportunities to participating UFC athletes.”
Lawrence Epstein, chief operating officer at UFC, said: “The health of UFC athletes is an ongoing priority for us and a primary reason why we have made this investment … This partnership with Icon Meals is the next evolution of a nutrition program that has safely and successfully supported hundreds of athletes since 2018.”
Todd Abrams, Icon’s chief executive, added: “Icon Meals is extremely proud to be named the meal delivery service of UFC… We’re honoured to contribute to the health and performance of the UFC athletes.”
Earlier this month, UFC 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.