The marquee mixed martial arts (MMA) event, the Ultimate Fighting Championship (UFC) has announced a multi-year sponsorship renewal with a multi-national tyre and rubber products company, Toyo Tires.
As per the deal, the Japanese tyre manufacturer will remain the UFC’s official tire for another three years, bringing its total time as a corporate sponsor of the MMA circuit to a staggering 20 years.
Toyo Tires, as mentioned above, is a multinational tyre and rubber goods corporation headquartered in Itami, Japan. The organisation controls and operates eight plants in Asia, North America, and Europe, and it distributes tyres and automobile components globally via fourteen sales organisations.
The new agreement increases responsibilities for Toyo’s advertising, content plays, and hospitality. Along with this, Toyo will continue to utilise UFC athletes, run UFC-themed advertisements, and have its brand’s logo inside the octagon at events in the United States.
UFC SVP/Global Partnerships Grant Norris-Jones, said, “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.”
Furthermore, Norris-Jones also referred to the fiscal year as a record year. This was mainly aided by a deal with Anheuser-Busch, which was believed to be the UFC’s greatest sponsorship ever, as well as amplification of the circuit’s Air National Guard deal, which saw the armed forces unit become one of the UFC’s top sponsors.