Modelo to feature Stipe Miocic as part of new sponsor’s ad campaign

January 11, 2018

ESPN reports that Stipe Miocic will be featured in a new ad for beer sponsor Modelo Especial.  The Heavyweight champ and his mother, Kathy Miocic, attended a commercial shoot as part of the new sponsor’s “Fighting Spirit” campaign.

Modelo’s marketing strategy features successful, blue-collar individuals.  As is widely known, Miocic’s job aside from fighting is a fireman for the Valley View Fire Department in the Cleveland area.  The commercial will air in the first quarter of 2018 according to ESPN.

Miocic defends his title against Francis Ngannou on Saturday, January 20th at UFC 220 in Boston.

Modelo signed a multi-year sponsorship deal replacing longtime beer sponsor Budweiser/Bud Light.

Payout Perspective:

One of the things that the new owners wanted from sponsors of the UFC was more integration with the brand.  We see that here as Miocic will be a part of the Modelo marketing campaign.  In 2018, look for more integration of UFC athletes with sponsors in marketing campaigns.  It’s not known if Miocic has agreed to a personal sponsorship deal with Modelo but I would think he will be wearing a patch on his shorts at UFC 220.  I would surmise we see the commercial next week as lead-up to UFC 220 and capitalize on the promotion.  Moreover, it will be the first PPV that we will see the new beer sponsors in the Octagon as it takes over for Budweiser.

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