UFC expands global partnership with KUDO Snacks

The Ultimate Fighting Championship (UFC) has announced a substantial expansion and extension of its commercial partnership with Utah-based KUDO Snacks, solidifying it as the official global popcorn of UFC.

This multi-year deal aims to transform the partnership from a US-only designation, which began in 2023, to worldwide expansion. KUDO Snacks will now be prominently featured during premier UFC events, including select pay-per-views and Fight Nights. Branded integrations will include high-visibility placement inside the iconic Octagon and various broadcast features.

This extended collaboration involves the creation of an annual brand ambassador fund, aimed at enlisting UFC athletes to participate in marketing campaigns, further enhancing the brand’s visibility and reach.

The initial partnership between UFC and KUDO Snacks was established in June of the previous year.

“We’re thrilled to expand our partnership with KUDO,” said Grant Norris-Jones, Executive Vice President and Head of Global Sponsorships at UFC and TKO Sports, the parent company overseeing the World Wrestling Entertainment promotion.

“They are a challenger brand with global ambitions, and we’re excited to use the worldwide popularity of UFC to help their business scale new heights and reach new consumers with their great-tasting, healthy products.”

Ryan Lewis, Founder and CEO of Kudo Snacks, was similarly enthusiastic about the development alongside the world’s leading MMA promotion.

“Just like the athletes who give their all in the Octagon, our protein popcorn is crafted with passion and dedication,” Lewis commented.

“This collaboration marks a perfect blend of taste and toughness, and we’re excited to fuel the excitement of UFC fans around the world.”

Doesn’t matter how you pop it, as long as you’re popping KUDO 🍿 pic.twitter.com/9V1sOybEWk

— Kudo Snacks (@kudosnacks) November 20, 2023

The UFC has secured two new multi-year broadcast deals in Belgium with Play Media and Orange Belgium. Additionally, an extension with Viaplay covers four Nordic countries – Norway, Denmark, Sweden and Finland.