MusclePharm signs two year pact with the UFC

September 19, 2011

MusclePharm announced that it will be the official nutritional supplement company of the UFC. The partnership will give Musclepharm space in the Octagon, on the UFC website and its Twitter and Facebook pages.

Via MusclePharm press release:

With the partnership, MusclePharm will now have exclusive in-ring placement, including its trademark MP logo on the Octagon mat and bumpers up to 10 times per year during UFC live events, which are viewed by millions of fans worldwide. The map and bumper placement will be in place for the UFC’s ground breaking network television debut on FOX that takes place on Nov. 11. MusclePharm’s strong presence will be evident on that night, as the UFC makes its network debut with a heavyweight championship fight between Cain Velasquez and Junior Dos Santos that will be seen by tens of millions of fans across the United States and will be one of the most-viewed matchups in UFC history.

In addition, the partnership includes strong digital media activation and will include an exclusive MusclePharm nutritional section on the homepage, which draws millions of visitors each month. The activation will also allow MusclePharm access and visibility on the UFC’s Facebook and Twitter pages, which are considered some of the most popular in the social media world and include more than seven million fans.

Payout Perspective:

Its a turnaround from where the company was last year as it settled outstanding debt from its WEC sponsorship obligations. With working capital to fund new marketing efforts it decided to make a splash. Earlier this year, it signed NFL star Michael Vick to a lucrative sponsorship deal  although it turned into a bit of an issue. The latest move to maintain its sponsorship ties with the UFC is smart considering the UFC’s big move to Fox. The partnership and media activation should aid the company’s presence. Time will tell to see if this new marketing strategy will pay off.

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