The marquee mixed martial arts (MMA) event, the Ultimate Fighting Championship (UFC) has announced a multi-year partnership extension with the popular cocktail drink from the house of Atomic Brands, Monaco Cocktails.
Through this development, Monaco Cocktails has been named the official canned cocktail of the UFC.
.@UFC and Monaco Cocktails expand partnership with new multi-year agreement ⤵️: https://t.co/RSEdPcTP6W
— UFC News (@UFCNews) November 9, 2023
Under this new arrangement, every UFC event held in the United States, including Pay-Per-Views and Fight Nights, will showcase Monaco Cocktails and other Atomic Brands goods.
High visibility branding and integrated broadcast elements will be part of the brand placement inside the renowned Octagon. Future iterations of the ground-breaking reality series “The Ultimate Fighter” will have strong Monaco branding within the Octagon premises.
Previously this year, the cocktail brand also served as the official hard lemonade and official canned vodka cocktail of the premier MMA competition.
Furthermore, both entities will keep working together to produce unique content for the organization’s well-liked digital and social media platforms, which have a global user base of over 243 million.
Grant Norris-Jones, UFC Senior Vice President, Global Partnerships, commented, “In only a short time, we’ve seen a tremendous response towards our Monaco-branded integrations in our content and live events. We’re committed to the long-term growth of the Ready-to-Drink category because it’s a great fit for our brand and it targets the sweet spot of our young adult demos. Atomic Brands, Monaco’s parent company, is a terrific partner to anchor the RTD category for us for years to come. We look forward to introducing other brands from their ready-to-drink portfolio to our audience as well.”
Don Deubler, CEO of Atomic Brands, said, “We’re fired up about expanding our partnership with UFC, and excited to continue bringing high-energy to their fan base through our crowd-pleasing, best-selling canned cocktails. Aside from extending Monaco’s presence beyond the vodka category, fans can expect to see other ready-to-drink beverages featured from Atomic Brands’ diverse portfolio. We’re committed to providing UFC’s community with fun and flavor through our lineup of bold, delicious canned cocktails that really get the party going.”