Harvick’s agency signs Tate

ESPN reports NASCAR driver Kevin Harvick’s athlete management agency, KHI Management, has signed Miesha Tate to a multiyear commitment.  Reports are that Tate will be sponsored by Budweiser in her next fight against Rin Naka on September 20th.

It is the second MMA fighter to be signed by KHI as it has Donald Cerrone in its stable.  Cerrone was the first MMA fighter in recent memory to be sponsored by Budweiser in the Octagon.  Aside from Budweiser, he is also sponsored by golf brand EZ-Go.

Harvick told ESPN about its approach to UFC sponsorships:

“UFC has a younger demographic,” Harvick said. “NASCAR doesn’t have quite the reach UFC does. It took us a little bit to figure out exactly how we wanted to activate sponsors at a UFC fight. But in the last three fights, we’ve kind of taken a different approach and we’ve had great participation from all the sponsors we’ve entertained.”

Harvick does not identify what its done differently, although its clear his NASCAR contacts have helped Cerrone obtain non-traditional MMA sponsors.

Payout Perspective:

Harvick has been featured many times on FOX as that NASCAR driver that attends UFC fights.  His agency may have an edge in recruiting MMA fighters for its company as it can pitch the fighter to non-traditional MMA brands.  It obviously has an “in” with Budweiser and EZ-Go.  These two brands (and there may be more) are not on any fighter aside from Cerrone.  Now Tate will sport the Budweiser brand (and maybe the golf cart company too).  We will see if KHI gains traction in recruiting MMA fighters to its company.