Mixed martial arts’ Ultimate Fighting Championship (UFC) has unveiled a multi-year expansion and extension of its commercial tie-up with Kudo Snacks.

Under the new deal, Utah-based Kudo is now the official global popcorn of UFC, growing its rights package from a US-only designation in 2023, when the partnership started, to full worldwide rights under the new deal.

The brand will be showcased within premier UFC events such as select pay-per-views and Fight Nights, while branded integrations will include “broadcast features and high visibility placement inside the world-famous Octagon.”

The partnership also covers an annual brand ambassador fund, aiming to bring UFC athletes on board in that role for marketing campaigns.

The original tie-up between the two parties dates back to June last year.

Grant Norris-Jones, executive vice president and head of global sponsorships at UFC and the World Wrestling Entertainment promotion also run under the TKO Sports banner, has said: “We’re thrilled to expand our partnership with Kudo. They are a challenger brand with global ambitions, and we’re excited to use the worldwide popularity of UFC to help their business scale new heights and reach new consumers with their great-tasting, healthy products.”

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Ryan Lewis, Kudo Snacks’ founder and chief executive, added: “Just like the athletes who give their all in the Octagon, our protein popcorn is crafted with passion and dedication. This collaboration marks a perfect blend of taste and toughness, and we're excited to fuel the excitement of UFC fans around the world.”

In recent weeks, UFC has unveiled two new multi-year broadcast deals in Belgium, with Play Media and Orange Belgium, and an extension with Viaplay in four Nordic countries – Norway, Denmark, Sweden, and Finland.

In addition, TKO Group, the combat sports giant formed out of the merger of UFC and WWE last September, unveiled a combination of the commercial teams of the two organizations earlier in January.