Venum, the combat sportswear specialist, has renewed its deal as the exclusive global apparel partner of mixed martial arts' UFC.
The multi-year renewal was facilitated by international marketing agency IMG’s licensing business, which exclusively represents UFC and brokered the original agreement with Venum in 2020.
IMG, like UFC, is owned by Endeavor, the international entertainment and sports giant.
The announcement of UFC’s renewal with France-based Venum comes ahead of its first-ever event in the country this Saturday (September 3) in Paris.
The initial deal, which commenced in April 2021, saw Venum succeed Reebok as UFC’s apparel partner.
While the total value of the UFC-Venum partnership was less than the $70 million Reebok deal, the agreement allowed fighters to earn more in outfitting fees following an adjustment to UFC's promotional guidelines compliance program.
Franck Dupuis, Venum founder and chief executive, said: “Venum’s return to UFC in April 2021 has been a source of great pride for the Venum team.
“The enthusiastic reception from UFC athletes and fans to the launch and release of our UFC collections has convinced us to continue our adventure inside the Octagon and to continue to improve our products to serve a demanding and passionate public. The best is ahead of us.”
Tracey Bleczinski, senior vice president of UFC global consumer products, added: “We’re thrilled to renew our partnership with Venum. Venum is an iconic combat sports brand that understands the unique needs of MMA athletes, and the feedback on the Venum-designed Fight Kits and apparel has been tremendous.
“We’re looking forward to continuing to work with Franck Dupuis and his team at Venum to deliver outstanding fight gear and training apparel for our athletes and fans."