The Ultimate Fighting Championship (UFC), the world’s premier mixed martial arts organisation, has inked a multi-year global marketing partnership with Drip Water, the UK’s first true lifestyle water brand.
BREAKING!!! @ItsDripWater will be the Official Water Partner of @ufc starting Jan 2025 with a MULTI year deal 💧👊
— Zig Buu (@ItsBigZuu) November 19, 2024
From staying up late watching fights to working with @danawhite this partnership was meant to be and we’re about to change the game! pic.twitter.com/LW4SU5Wihg
Drip provides a canned option for still and sparkling water. The new product prioritises sustainability by employing aluminium and saving 95% of the energy required to manufacture a plastic bottle or carton. Drip also enhances the hydration experience by naturally filtering the water by means of layers of chalk, featuring vital nutrients such as calcium and magnesium from deep within England’s South Downs, offering both feel-good benefits and the ultimate hydration.
Robby Miller, Vice President, UFC Global Partnerships, said, “Drip’s bold and modern branding, combined with their strong sustainability message, is resonating powerfully with consumers. We’re proud to partner with them to emphasize the role water plays in our sport by integrating Drip into some of UFC’s most exciting moments in the Octagon, supporting our fighters when they need it most. Together, we’ll leverage UFC’s worldwide popularity to help Drip grow its business on a global scale and reach more consumers than ever before.”
Matt Dodds, Co-founder of Drip Water, said, “We at Drip are thrilled to have signed this multiyear deal with one of the biggest sporting institutions in the world. UFC is watched by millions globally and this is a major deal for us as a business and for the category as a whole. We look forward to a successful partnership over the next 5 years!”
Big Zuu, TV Chef, Musician, and Drip Co-founder, said, “The thrill of a knockout, Bruce Buffer’s iconic ‘and the NEW,’ a sold-out stadium roaring—all echo my excitement as Drip becomes the UFC’s official water partner. After countless nights watching fights, it’s surreal to know these fighters will now be drinking Drip and championing our brand. I can’t wait to show the world that water isn’t boring!”
Drip will be incorporated into broadcast features across the Main Card of all UFC Pay Per Views, giving the brand significant visibility in front of over 700 million fans in 170 nations, in addition to the approximately 975 million households that receive UFC broadcasts.
Drip will also have a significant brand placement within the renowned Octagon at all UFC Fight Nights, as well as in every episode of the iconic live-fight series Dana White’s Contender Series and the pioneering reality series The Ultimate Fighter.
UFC and Drip will also work together to create a unique creative water bottle that will be shown exclusively at all UFC events between rounds.
Beyond the Octagon, UFC and Drip plan to collaborate on creative content to be shared via UFC’s extensive digital and social channels, which reach over 290 million people globally. Most significantly, UFC and Drip will work together on a new bespoke social series called Drip Check, which will spotlight UFC combatants’ best attire when they arrive for fan-favorite news conferences.
UFC will additionally provide Drip with branding possibilities in its cutting-edge Performance Institutes in Las Vegas, Shanghai, and Mexico. The facilities, which are well-known for their expertise in MMA training, recuperation, and nutrition services, will provide Drip the featured water to UFC competitors at each location’s water stations.
The new arrangement also includes an annual Brand Ambassador fund, which will help bring the alliance to life through appearances, content, and creative initiatives using renowned UFC players.