The Ultimate Fighting Championship (UFC), the world’s premier mixed martial arts organisation, has announced a new multi-year partnership with Aires Tech, a leader in Electromagnetic Field (EMF) protection technology.
This collaboration is a first for both companies, bringing together UFC’s massive global audience with Aires Tech’s innovative approach to athlete well-being.
Through this partnership, Aires Tech will gain significant brand exposure during UFC Pay-Per-View broadcasts, reaching a massive audience exceeding 700 million fans in 170 countries. This translates to an estimated reach of nearly 1 billion households, providing Aires Tech with a unique platform to showcase its technology to a highly engaged and health-conscious demographic.
Grant Norris-Jones, Head of Global Partnerships at TKO, said, “We’re thrilled to welcome Aires Tech as an official UFC partner. Aires aligns well with our brand in several respects, including their focus on innovation and being a first mover in their industry. Their emphasis on technology to promote health and wellness is a message we’re proud to support and share with our athletes and fans around the world.”
American Aires CEO, Josh Bruni, commented, “I am delighted to announce this transformative partnership with UFC, an organization renowned for its innovative approach and commitment to excellence in sports entertainment. UFC’s vision of pushing boundaries and achieving peak performance aligns perfectly with Aires’ mission to offer cutting-edge EMF neutralizing and Bio-Frequency Modulation technology that both protects and enhances health and wellness. Partnering with UFC allows us to align with a global entity that shares our dedication to excellence and innovation. This collaboration not only amplifies our global reach but also connects us with UFC’s dedicated audience, who value peak performance and personal well-being.
“This significant deal underscores our strategic partnership with WME to build Aires into a household brand. UFC, known as a disruptor in major sports, has seen rapid and ongoing growth. With 40% of its following being millennials, this demographic aligns closely with Aires’ target consumers. UFC’s performance-focused fans, who are keen on personal health optimization, find a natural fit with our Bio-Frequency Modulation technology.
“Moreover, this partnership matches Aires’ regional strongholds in the United States, Canada, the UK, Germany, and Australia. With UFC’s growing global viewership, this collaboration allows us to expand our presence internationally. Together, we aim to empower individuals by combining UFC’s dynamic, performance-driven ethos with Aires’ commitment to safeguarding and enhancing health in an increasingly connected world, marking a significant step in our journey to become a global leader.”
WME Sports negotiated the agreement as part of its wide-ranging partnership with Aires Tech to guide the company’s brand strategy across sports and entertainment.
In addition to Pay-Per-View broadcasts, Aires Tech will also be featured during the UFC Live Weigh-In Show. This studio show, live-streamed on YouTube, attracts over 18 million viewers globally. A custom segment titled “Defensive Strategies” will highlight Aires Tech, with hosts discussing the defensive tactics UFC athletes use to win fights. This creates a clever link between Aires Tech’s protective technology and the concept of defence within the sport.
The partnership extends further with UFC and Aires Tech collaborating on original content for UFC’s popular digital and social media channels, reaching approximately 260 million users worldwide. Additionally, creative activations will focus on fan engagement and brand awareness through in-arena promotions, viewer sweepstakes, and a significant presence at UFC Fan Experiences, including the prestigious UFC X in Las Vegas during International Fight Week.
This partnership strengthens Aires Tech’s existing ties with UFC. Earlier this year, the entity partnered with UFC Women’s Flyweight fighter Maycee Barber, demonstrating its commitment to athlete wellness within the sport.
The partnership kicks off at UFC 302: Makhachev vs. Poirier on June 2 at the Prudential Center in Newark, New Jersey. This highly anticipated event features a stellar fight card, headlined by UFC lightweight champion Islam Makhachev defending his title against Dustin Poirier, the No. 4 ranked contender.
Recently, UFC also developed agreements with Anker, Hostage Tape, Sportz Interactive, 19 Crimes, Smith+Nephew, and Venum.
Aires Tech is a leading innovator in EMF protection technology. The company’s products aim to safeguard individuals from the potential negative effects of excessive electromagnetic radiation (EMR). With a focus on health and well-being, Aires Tech empowers athletes and individuals to optimise their performance and live healthier lives.