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ixed martial arts organisation, Ultimate Fighting Championship (UFC) and O2 Industries have partnered to provide UFC athletes with respiratory products for every UFC event.

UFC senior vice president of global partnerships, Paul Asencio, said the partnership is an “amazing” opportunity for both brands to reach consumers who would value the product.

“We are all learning about the potential health and safety benefits of respirators and masks in these challenging times, and UFC provides an enormous platform to help communicate that message to a global audience,” Asencio said.

Reusable respirators and other personal protective equipment (PPE) have been at the forefront of the coronavirus pandemic.

O2 Industries’ respirators are designed to protect wearers through heavy daily use and are not limited to UFC competitors.

O2 Industries CIO, Rich Szasz, said the organisation is thrilled that one of the world’s “toughest” sports has selected their product as their official respirator.

“We’ve built our masks to withstand the stressors of high-impact environments, and this partnership is a testament to our ability to protect those in the most physically demanding situations, including front-line workers, police, military and world-class athletes,” Szasz said.

Details of the deal include branding featured in select UFC Pay-Per-Views and Fight Nights for the remainder of 2020 and during all events in 2021.

UFC and O2 Industries will also coordinate to provide respiratory products for each athlete on every fight card for optional use during other official UFC fight week activities.

In addition, UFC and O2 Industries will collaborate to produce an original, long-form content series documenting the design and development of a new custom Performance Respirator.

The partnership begins this weekend as UFC makes its return to UFC Fight Island, kicking off with UFC 253: Adesanya versus Costa on Saturday, September 26.