UFC extends partnership with Monaco Cocktails and Atomic Brands
The Ultimate Fighting Championship (UFC) has solidified its connection with Atomic Brands’ Monaco Cocktails through a multi-year partnership extension, designating Monaco Cocktails as the official canned cocktail of the UFC.
This expanded collaboration ensures that Monaco Cocktails will take centre stage at every UFC event held in the United States, including pay-per-views and Fight Nights. High-visibility branding and integrated broadcast elements will adorn the Octagon, providing a prominent platform for Monaco Cocktails and other Atomic Brands products.
The Octagon will not be the only canvas for Monaco branding, as future editions of the groundbreaking reality series The Ultimate Fighter will prominently feature Monaco branding within its premises.
Monaco Cocktails had previously held the distinction of being the official hard lemonade and official canned vodka cocktail of the premier MMA competition earlier this year.
The partnership extends beyond physical visibility, as both UFC and Monaco Cocktails are committed to creating unique content for the UFC’s digital and social media platforms, boasting a global user base exceeding 243 million.
You need a drink that packs a punch for Fight Night. Pick up Monaco Hard Lemonades, the Official Vodka Canned Cocktail of the UFC 😤
— Monaco Cocktails | ESTD. 2012 (@DrinkMonaco) May 6, 2023
“In only a short time, we’ve seen a tremendous response towards our Monaco-branded integrations in our content and live events.” Grant Norris-Jones, UFC Senior Vice President Global Partnerships, expressed.
“We’re committed to the long-term growth of the Ready-to-Drink category because it’s a great fit for our brand and it targets the sweet spot of our young adult demos.
“Atomic Brands, Monaco’s parent company, is a terrific partner to anchor the RTD category for us for years to come. We look forward to introducing other brands from their ready-to-drink portfolio to our audience as well.”
Don Deubler, CEO of Atomic Brands, shared his enthusiasm for expanding the partnership with UFC.
“We’re fired up about expanding our partnership with UFC, and excited to continue bringing high-energy to their fan base through our crowd-pleasing, best-selling canned cocktails,” Deubler said.
“Aside from extending Monaco’s presence beyond the vodka category, fans can expect to see other ready-to-drink beverages featured from Atomic Brands’ diverse portfolio.
“We’re committed to providing UFC’s community with fun and flavour through our line-up of bold, delicious canned cocktails that really get the party going.”