The UFC announced that it has entered into a multi-year partnership with longtime UFC sponsor Harley Davidson. The motorcycle maker became a core UFC sponsor in 2008.
Harley Davidson will be featured across multiple UFC platforms including PPV, tv broadcasts, online and in the octagon. It will also be a partner in a newly announced promotion called “Hometown Throwdown.”
Via UFC:
On the heels of this major announcement, the companies also jointly announced the launch of a new promotion that gives fans the opportunity to bring a UFC event to their city in late 2012. Beginning next month, fans can visit http://www.ufc.com/hometownthrowdown and vote for their city to win the Hometown Throwdown event. The fully-interactive site will include all of the latest information on the promotion, as well as unique offerings from Harley-Davidson. The city finalists will be announced in early 2012, with the winner being crowned in the spring. The event is expected to be held next summer.
In honor of the UFC’s visit to Harley Davidson’s headquarters, it gave away a Harley Davidson Blackline to Chris Lytle, the winner of the UFC on Versus 5’s main event.
Payout Perspective:
With the news of the UFC-Fox deal today, the UFC-Harley Davidson news has taken a backseat. Harley Davidson’s renewal is good for both parties as the UFC now has its network deal. Looking at its partnerships with mainstream brands, we see that the UFC is starting to enter into partnerships with sponsors for specific events. We’ve seen this with Bud Light and the Battle on the Bayou promotion. The Hometown Throwdown promo appears to be a good bit of brand activation for Harley Davidson and we will see what ways it will promote this.
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