The Ultimate Fighting Championship (UFC) has extended its partnership with one of the most popular Mexican beer brands, Modelo.
According to the Sports Business Journal, the deal was first agreed in 2017 and is worth ‘low eight figures’ per year. The deal will allow Modelo’s branding in the octagon for the US market.
Along with having the rights to in-ring branding, Modelo will also support with in-venue, digital and retail platform signage. This deal is UFC promotion’s most treasured contract, the partnership deal also shelters the hard seltzer category.
The partnership deal renewal will allow Modelo to work together with Rebuilding Together charity and the UFC on renewing several gyms across the US in Austin, Saratoga, and Seattle.
“Modelo and UFC fans know it doesn’t matter where you come from, it matters what you’re made of, and often, self-made people have allies in their corner who help them succeed,” said Greg Gallagher, Modelo’s vice president of brand marketing. “For many, that support comes from gyms that provide structure and safe havens, which is why we’re proud to partner with UFC to revitalize these important community pillars.”
UFC has also announced a new one-year deal with the recruitment platform Ziprecruiter. That partnership is worth a low seven-figure fee according to SBJ and covers sponsorship of Dana White’s Contender Series on ESPN+, some pay-per-views, and other live events, as well as digital content.
On September 4th Darren Till takes on Derek Brunson in Las Vegas in a much-awaited bout for the fans.