Monster Energy will continue to be the official energy drink of UFC, with the expansion to also include Monster as the official water of UFC, creating a new sponsorship category for the MMA promotion.
According to Sports Business Journal, Monster Energy now has the “rights to the water category”, meaning that Monster may advertise themselves as the official water of the UFC, although they do not sell water.
The multi-year agreement between Monster Energy and UFC builds upon the partnership that began in 2015, this being their second consecutive global sponsorship renewal.
UFC president, Dana White, said: “Monster has been one of the best partners UFC has ever had.”
“Our companies have grown alongside one another for more than a decade and we look forward to continuing the partnership for many years to come,” he said.
Monster will continue to have the center canvas and entrance logo placed inside of the fighter gate at UFC’s Octagon events.
Monster and UFC will also partner on retail promotions, social and digital media integrations during events in select markets, and serve as the presenting sponsor for UFC’s twitch channel.
Monster Energy CEO, Rodney Sacks, said: “Monster Energy is extremely proud to continue its partnership with UFC.”
“For the past decade, Monster and UFC have become synonymous in the fighting world and we look forward to continued growth together in bringing mixed martial arts to the forefront of professional sports worldwide,” Sacks said.
Monster will become the official sponsor of several exclusive programs featured on UFC’s ‘Fight Pass’, and have their logo remain featured on the ‘UFC Fight Night Kit Collection’ apparel of sponsored UFC athletes including, Rose Namajunas, Valentina Shevchenko, Stipe Miocic, and Joanna Jedrzejcyk.
UFC senior vice president of global partnerships, Paul Asencio, said: “There are few brands in the sports sponsorship space that align as closely as UFC and Monster.”
“Each brand’s authenticity is a strength that has allowed us to build brand loyalty among millions of fans and consumers.
“We look forward to the continued evolution of our partnership,” Asencio said.
