UFC, Monster Energy Make Plans To Take Extended Alliance 'To The Next Level’
Thursday, January 18, 2018 at 02:40AM
NYSportsJournalism.com in MMA, Monster Energy, UFC, UFC, sports marketing

Special to NYSJ Sports-Entertainment Business News Service

January 17, 2018:
Calling Monster Energy an “amazing partner that truly understands what UFC is all about,” UFC president Dana White unveiled an extension and expansion of the deal that began in March 2015.

The alliance continues Monster Energy’s position as the “official energy drink” of UFC, with multi-platform support that includes logos in The Octagon and activation before and during UFC matches.

Monster Energy has use of the UFC logo in regard to UFC-related marketing.

Financial terms of the deal were not shared.

“Monster Energy is an amazing partner that truly understands what UFC is all about,” White said in a statement. “We’re excited about this extension and we can’t wait to take things to the next level.”

Monster Energy said that with UFC it would “continue to build a stronger brand position and reach globally.”

The brand is currently in the process of assessing its alliance with Nascar, a two-year deal that began last season, regarding an extension.

Other UFC marketing partners include BodyArmor, Modelo, Metro PCS and Reebok.

“We are very pleased to be continuing our relationship as the Official Energy Drink of UFC,” Mitch Covington, Monster Energy vp-sports marketing said in a statement. “UFC and Monster Energy are two global brands that share a passion for performance and innovation, while both supporting the world-class athletes.”

As part of the alliance, Monster’s logo will remain prominently located on the UFC Fight Night Collection apparel of its sponsored UFC athletes.

Those athletes currently include Max Holloway, Conor McGregor, Tyron Woodley, Daniel Cormier, Cain Velasquez, Dominick Cruz, Chris Weidman, Paige Van Zant, Yair Rodriguez and Donald Cerrone.

According to Paul Asencio, svp-global partnerships for UFC, “We are thrilled to renew our global partnership with Monster Energy, a world-class brand and core sponsor that perfectly aligns with UFC.

Both brands are the most innovative in their respective markets, and like UFC, Monster consistently strives to improve both its products and fan engagement. We look forward to continually combining our efforts to provide fans with premium products, both inside and outside of the Octagon,” said Asencio.

UFC recently revealed its 25th anniversary logo, to be used in conjunction with a year-long multi-media campaign to celebrate the organization's history and growth. UFC is owned by WME-IMG.

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