Ultimate Fighting Championship (UFC) has announced the extension of its global partnership deal with energy drinks brand Monster Energy.
Under the terms of the new multi-year deal, Monster energy will continue to be the official energy drink partner of US-based premier MMA organization.
Monster will continue to receive brand exposure inside the Octagon at UFC events. The energy drink brand will also work with UFC on retail promotions during events in selected markets, SportBusiness has reported.
Monster will also retain a spot on the UFC Fight Night Collection apparel of its sponsored athletes.
The current list of sponsored athletes includes Max Holloway, Conor McGregor, Tyron Woodley, Daniel Cormier, Cain Velasquez, Dominick Cruz, Chris Weidman, Paige VanZant, Yair Rodriguez and Donald Cerrone.
Paul Asencio, UFC’s senior vice-president of global partnerships, said: “Both brands are the most innovative in their respective markets and, like UFC, Monster consistently strives to improve both its products and fan engagement. We look forward to continually combining our efforts to provide fans with premium products, both inside and outside of the Octagon.”
During November 2017, UFC had announced Air Asia as its official airline under a multi-territory deal.