UFC announces three-year extension in Toyo Tires partnership

The Ultimate Fighting Championship, the world’s premier mixed martial arts promotion, has announced a significant multi-year sponsorship renewal with Toyo Tires, a multinational tyre and rubber products company.

Under this renewed agreement, Toyo Tires will continue as the official tyre sponsor of the UFC for an additional three years, marking an impressive two-decade commitment to the MMA circuit.

Headquartered in Itami, Japan, Toyo Tires is a global tyre and rubber goods corporation operating eight plants across Asia, North America and Europe. The company’s extensive reach encompasses the worldwide distribution of tires and automotive components through 14 sales organisations.

The renewed partnership not only solidifies Toyo Tires’ longstanding affiliation with the UFC but also expands its role in advertising, content creation and hospitality. Toyo Tires will leverage UFC athletes, incorporate UFC-themed advertisements and prominently feature its brand’s logo inside the octagon during events held in the United States.

Grant Norris-Jones, Senior Vice President of Global Partnerships at the UFC, stated, “We’re getting meetings that we haven’t before, so hopefully, that means knocking down new categories. We see ourselves as highly complementary properties; now we have to go prove that.”

Highlighting the fiscal success of the UFC, Norris-Jones attributed the record year to key partnerships, including the monumental deal with Anheuser-Busch, considered the UFC’s most substantial sponsorship to date. Additionally, the Air National Guard deal, which elevated the armed forces unit to one of the UFC’s top sponsors, contributed to the promotion’s financial achievements.

Image Credit: Toyo Tires