Bellator Fighting Championship has announced the signing of a strategic partnership with Everlast that will see the equipment manufacturer become the official supplier of all fight gear for the promotion. Bellator and Everlast will also produce a line of co-branded equipment for sale at retail stores.
CHICAGO, Ill. (March 16, 2010) — Bellator Fighting Championships, the nationally televised mixed martial arts (MMA) promotion, today announced a new partnership with Everlast, the world’s leading manufacturer, marketer and licensor of fight sports equipment, apparel and footwear.
Everlast will become the exclusive equipment provider for Bellator, including fight gloves, cages and training equipment. Additionally, Everlast will produce a line of co-branded MMA equipment that will be available nationwide through catalog, online and retail.
Everlast will also be a category-exclusive promotional sponsor of all Bellator events and the two companies will both strategically market, promote, publicize and advertise their partnership through a wide variety of channels.
Payout Perspective:
This partnership looks to be a solid deal for the promotion. Not only does it link Bellator to a proven fight brand like Everlast, but it’s a step in the right direction in terms of establishing merchandising revenues that will a.) help to diversify revenues away from live events, and b.) increase Bellator’s visibility outside of its television appearances.
With little over three weeks away until the start of its new season, Bellator is slowly ramping up its press machine to generate some hype for its shows. They’ve got my interest.
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