MMA Junkie reports that Monster Energy Drink is nearing a multi-year, multi-million dollar deal with the UFC. The deal is reportedly worth $7 million which would elevate the energy drink brand with Reebok and Budweiser.
Monster Energy Drink is/was a sponsor of Bellator. Bellator appeared at a Monster Energy event in October and there was speculation that there were more crossover events to come. Apparently not.
Coincidentally, the report comes a couple days after Rampage Jackson announced his return to the UFC. Jackson is a Monster Energy sponsored athlete and wore a Monster hat in the video where he announced his return.
Sources in the Junkie article indicate that the deal may help fighters that may be losing out on sponsorship dollars due to the changes in the UFC policy.
Monster is a publicly traded company on the NASDAQ and holds one-third of the energy drink market. It is owned by Hansen’s Natural Soda Brand and is based out of Corona, California.
Payout Perspective:
It looks like the UFC may have replaced Xyience. With the news of Monster Energy Drink potentially coming to the UFC, it likely puts Monster headphones on the outs. One would assume that any deal between Monster and the UFC would mean the end of the headphone company’s sponsorship. This would ensure that there is no confusion between the headphone maker and the energy drink. Two sponsors with the same name will simply not work. Thus, we may never see fighters wear those headphones to the Octagon again. As for Bellator, it looks like it may be in need of another sponsor.
Hahaha…7 million?