Harley Davidson renews sponsorship with UFC

February 29, 2016

Harley Davidson has renewed its sponsorship deal with the UFC according to the Sports Business Journal (subscription required).  While no terms were disclosed, the agreement is being reported as being a multi-year deal.

The motorcycle maker has been a mainstay with the UFC since 2007 and it is the third time that Harley Davidson has renewed with the UFC.

The article notes that the UFC does not designate differing levels for each sponsor but customizes its partnerships.  The two sides have worked for several months on the new deal which includes “new components.”  The new deal with the UFC includes showcasing Harley Davidson across multiple UFC platforms as well as sponsoring the arrival of fighters on PPV and other broadcasts.  It also includes the presentation of a UFC fight to be held on a U.S. military base.

In a unique move by the two sides, the sponsor deal will include showing UFC PPV events to motorcycle customers at 600 Harley Davidson dealerships across the country.  The dealerships will receive the PPVs at a discounted rate.

Recently, Toyo Tires re-upped with the UFC.  DraftKings ended a 1-year partnership with the company.

Payout Perspective:

The news of the renewal comes at an appropriate time as UFC 196 will air this weekend.  The most notable part of the sponsorship is the ability for Harley Davidson to show UFC PPVs at its dealerships. One would think that this move would help promote sales for Harley Davidson as customers could feasibly come in for the fights and leave with a new motorcycle.  Also, the sponsorship at a UFC base helps promote the Harley brand to many U.S. service men and women.  This deal appears to be most beneficial to the Harley brand while continuing an existing relationship with the UFC.

6 Responses to “Harley Davidson renews sponsorship with UFC”

  1. Wil on February 29th, 2016 12:16 PM

    Good news for the UFC, one wonders if the rising Bellator numbers will challenge this in the future. Certainly nothing to worry about from WSOF….

  2. tops E on February 29th, 2016 2:37 PM

    More fighters would go to bellator because of the reebok deal,wcw of the 90’s….

  3. d on February 29th, 2016 4:55 PM

    How’s WCW doing? Also, why are their champions screaming for UFC contracts. The sponsorship deals for Bellator are not very good unless you are Kimbo Slice or a has been UFC fighter.

  4. Wil on February 29th, 2016 6:40 PM

    If enough UFC guys fuming about that reebok deal go to Bellator, they are in business….especially if they get their females up and running, that has been the key to UFC success between the Silva era and the McGregor era….

  5. tops E on March 1st, 2016 3:37 AM

    Bellator should start with overeem….

  6. d on March 1st, 2016 7:57 AM

    Wil, those fighters won’t be going to Bellator for money, because they would lose a lot for the most part. There is a reason why Will Brooks wants to leave for the UFC. The sponsorship money is not very good when these guys fight for Bellator. It might be slightly better there, but then you have to factor in the actual purses which are almost always much less than the UFC, not to mention ppv opportunities.

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