Mixed martial arts’ UFC has today announced a new multi-year marketing partnership with Sweet Sweat, the athletic performance brand.

Through the agreement, the brand will serve as UFC’s official global marketing partner and an official partner of the UFC Performance Institute, the promotion’s facility in Las Vegas.

Sweet Sweat will be integrated into UFC assets, including broadcast features on select pay-per-view events.

The company will also have a branded presence inside UFC’s Octagon during select events and throughout the UFC Performance Institute. 

In addition, UFC and Sweet Sweat will collaborate on custom and original content that will be distributed across UFC-owned social media channels and digital platforms, as well as a research programme that will study the benefits of the company’s products.

Sweet Sweat’s products will be made available to athletes through the UFC Performance Institute.

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The agreement will also include an annual brand ambassador fund that will offer significant paid marketing opportunities to participating UFC athletes.

Jeff Pedersen, president of Sweet Sweat, said: “While both of our teams know the power of our products, we knew that simply signing on as a marketing partner wasn’t enough. We hope that the validation through this independent research programme, coupled with the marketing prowess of UFC, will allow our brand to reach millions of people in a way that it never has before.”