Edge Shaving Gel becomes UFC sponsor in July
May 23, 2011
The Sports Business Journal (subscription required) reports that Edge Shaving Gel will become a sponsor of the UFC starting in July. The sponsorship includes endorsement deals for five UFC fighters.
The Journal writes that financial terms were not announced. Edge is familiar with the UFC as it is a sponsor of The Ultimate Fighter although Spike TV controls sponsorships and advertising for the show. The signing will give the UFC visibility at national retail outlets where Edge products are sold. The sponsorship begins with an in store promotion featuring the UFC on Edge packaging and fighters on promotional items in the store. It will also include BJ Penn offering training tips in an online component of the promotion.
The signing of Edge gets the UFC in front of a broader audience as it will be in many retail stores. It also is a product used by many young males so the sponsorship makes sense for both parties. The brand activation will help the UFC introduce itself to consumers by the online and in-store promos. BJ Penn is a good pick for one of the UFC faces for this sponsorship as he is a very popular figure in the UFC and has crossover appeal. The sponsorship is another sign that the UFC is establishing itself as a valuable sports property.