The mixed martial arts promotion, UFC has unveiled a partnership renewal with the energy drinks brand, Monster Energy.
The initial pact between the two parties involved kicked off in 2015 and this new development has been the third renewal between the two. As per the deal, as an official energy drink partner, the brand’s logo will continue to retain its spot at Octagon’s centre for all events such as Fight Nights, Pay-Per-Views and all episodes of the live fight series Dana White’s Contender Series, Road to UFC and The Ultimate Fighter.
Athletes sponsored by UFC will promote Monster Energy during pre and post-event press conferences and post-fight official decisions in the Octagon. As per the UFC, the energy drinks entity will have an exposure of 975 million households in 170 nations via broadcasts.
According to the industry reports, the extended association has made this partnership the longest in the history of both entities.
Dana White, CEO and President of UFC, commented, “Monster has been an incredible partner to work with over the years. The Monster logo has been a fixture in the Octagon for a decade – literally right in the middle of our biggest events.
“When you think of UFC, you think of Monster. Monster is passionate about this sport, and they love the UFC brand. We appreciate their continued support and look forward to all of the incredible events we’ll put on together in the years ahead.”
Rodney Sacks, Co-CEO and Chairman of the Board of Monster Energy, said, “For nearly a decade, Monster Energy and UFC have built one of the most impactful partnerships in sports.
“This historic renewal marks the biggest sponsorship deal in our history and the largest in UFC history. UFC is the most dynamic combat sports organisation in the world, and its athletes embody the aggressive personality, the uncompromising passion, and the relentless drive to succeed – that is Monster’s DNA.
“Together, we are excited to keep raising the bar and fueling the next generation of UFC champions and fans.”
Monster Energy was founded in April 2002 by the Hansen Natural Company. As of 2022, Monster Energy has the second highest market share after Red Bull with 30.1%. With rich experience in sports sponsorship, Monster Energy currently has an association with the Premier League team, Southampton FC.