The Ultimate Fighting Championship (UFC), the world’s leading mixed martial arts organization, has landed a new partnership with 19 Crimes, an Australian wine brand known for its unique criminal history-themed labels. This deal has enabled 19 Crimes to be the official wine partner of the UFC in the United States.
19 Crimes will be integrated into the fabric of UFC events, from prominent branding within the iconic octagon to being featured during broadcasts and Fight Nights.
The Australian wine entity will also score points with fans through in-venue promotions, retail partnerships, and even a nationwide sweepstakes offering a dream prize: a VIP trip to UFC Pay-Per-View events in Las Vegas.
The partnership extends beyond branding, with the two entities collaborating on a digital series titled “Bold Finish of the Month.” This original content, distributed across UFC’s vast social media channels reaching over 259 million users worldwide, promises a knockout combination of fighting highlights and 19 Crimes’ unique brand identity.
Grant Norris-Jones, Executive Vice President and Head of Global Sponsorships, UFC & WWE, said, “We’re thrilled to welcome 19 Crimes as the Official Wine of UFC in our biggest market, the U.S. Like UFC, 19 Crimes is a challenger brand looking to disrupt the status quo. We’re looking forward to working with the great team from 19 Crimes to leverage UFC platforms to drive brand awareness among our massive fan base, one of the most loyal and passionate in all of sports.”
Carl Evans, Chief Marketing Officer of Treasury Americas, shared, “We are thrilled to partner with the world’s leading mixed martial arts organization. UFC perfectly demonstrates our new global campaign, ‘Obedience Gets you Nowhere,’ by celebrating the courageous people who challenge conformity and fight expectations. We look forward to working with UFC to disrupt the world of wine and MMA together.”
19 Crimes is an Australian wine brand known for its unique concept: each bottle tells the story of a historical figure convicted of one of 19 crimes punishable by transportation to Australia in the 18th and 19th centuries. The wines themselves are varietals like Shiraz, Cabernet Sauvignon, and Chardonnay, offering a range of styles to suit different palates.
While the partnership focuses on the US market, it’s worth noting that UFC continues to expand its global reach. Recent announcements include Stake being named UFC’s official Asian betting partner and an extension of media rights with ESPN in Australia and New Zealand.