Monster Energy renews deal to be “Official Energy Drink” of the UFC

January 17, 2018

The UFC and Monster Energy have renewed their global partnership agreement according to a UFC press release.  The renewal is a multi-year extension and continues it as the “Official Energy Drink” of the UFC.

The “M” will remain in the center of the Octagon and entrance logo placement inside.  According to the release, the brands will also work in conjunction on retail promotions during UFC events in select markets.

Via press release:

Monster’s logo will also remain prominently located on the UFC FIGHT NIGHT COLLECTION apparel of its sponsored UFC athletes. This current list includes: UFC featherweight champion Max Holloway, UFC lightweight champion Conor McGregor, UFC welterweight champion Tyron Woodley, UFC light heavyweight champion Daniel Cormier, former UFC heavyweight champion Cain Velasquez, former bantamweight champion Dominick Cruz, former UFC middleweight champion Chris Weidman, UFC women’s strawweight Paige VanZant, UFC featherweight Yair Rodriguez and UFC welterweight Donald Cerrone.

Payout Perspective:

No financial terms were released.  Its not known whether Monster Headphones will continue as the UFC’s sponsor to continue the perceived confusion.  Also, interesting to see if Monster Energy will continue working with Bellator and Rampage Jackson.  The renewal is not surprising as the UFC continues to secure sponsors for this year.  Maintaining a relationship with Monster Energy makes sense and we shall see if the companies will try to use more integration in the relationship such as using more UFC stars in Monster Energy marketing/ad campaigns.

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