UFC announces multi-year deal with Body Armor

October 5, 2017

The UFC has announced a sponsorship with Body Armor making it the “Official Sports Drink” of the UFC.  No financial terms were disclosed regarding the multi-year partnership.

Via UFC press release:

As part of this ground-breaking collaboration, which covers the United States and begins in 2018, BODYARMOR will supply its line of high-end sports hydration products: BODYARMOR sports drink and BODYARMOR LYTE, to the UFC Performance Institute’s two “BODYARMOR Hydration Stations”.

“BODYARMOR is an industry leader in sports hydration and they are a perfect fit to partner with UFC,” UFC President Dana White said. “Providing UFC athletes with safe, nutritional products while training at the UFC Performance Institute is an important part of helping them maximize their overall performance and BODYARMOR will help us do that.”

“With the explosive growth that BODYARMOR has seen in recent years – it’s an exciting time for the brand to team up with UFC,” said Mike Repole, co-founder and chairman, BODYARMOR. “A partnership between the fastest-growing sports drink and the fastest-growing sports organization creates a tremendous opportunity for BODYARMOR to play an important role in the hydration needs of some of the best athletes in the world.”

In addition to product placement at the UFC Performance Institute, BODYARMOR will also serve as the presenting sponsor of select UFC weigh-in events, along with providing corner branding of stools, towels and buckets inside UFC’s world-famous Octagon® during all U.S.-based events. BODYARMOR will also have a presence on UFC.com and live-event programming, as well as being integrated across multiple UFC-based social and digital platforms.

BODYARMOR is the fastest growing sports drink in its category, having seen a 110% increase in sales from last year. The consumer demand for a better-for-you sports drink has made BODYARMOR the #3 sports drink in the U.S. Kobe Bryant is the number three shareholder in BODYARMOR.

“BODYARMOR offers a better-for-you hydration option at a time when athletes in every sport are paying more attention to what they put into their bodies,” said Bryant. “UFC athletes demand the best in hydration and nutrition, and we’re excited to be partnering with the UFC on such a large scale.”

Payout Perspective:

The last time most have seen Body Armor was during the Floyd Mayweather-Conor McGregor fight in which its products and logo were placed throughout the event.  The press release notes that its investors include James Harden, Mike Trout, Andrew Luck and Dustin Johnson.  The partnership seems to be a major move by the sports drink and a nice addition for the UFC to its roster of official sponsors.