Monster Energy will remain in the Bellator cage as the promotion announced a new three-year-deal per company release on Friday. The financial terms of the deal were not disclosed.
Via Bellator press release:
The partnership with Monster Energy has been an important component of our business since day one,” said Bellator President Scott Coker. “They have played a factor in our success and we are thrilled to announce this new three-year extension. The hard work and passion that Hans Molenkamp and the rest of their team have for this sport is unmatched. We look forward to new and exciting opportunities for our brand, fighters and fans that this continued relationship brings to the table.”
Beginning in 2014, Bellator became the first MMA promotion to partner with Monster Energy, which paved the way in creating numerous future sponsorship opportunities throughout the combat sports landscape. Since that time, many of MMA’s most memorable events and elite athletes have been supported by the industry-leading energy drink brand.
“Bellator delivers compelling, high-action, adrenaline-pumping MMA events worldwide,” added Monster Energy Vice President of Sports Marketing Mitch Covington. “We are thrilled to continue our longtime partnership and look forward to evolving our relationship even further, allowing us to further integrate the Monster Energy and Bellator brands.”
Over the years, Monster Energy and Bellator have worked together to host unique and creative activations for fans. Previously, Monster Energy Bellator MMA fight series events have been held during Monster Energy NASCAR Cup Series and Monster Energy Supercross races. Drawing thousands in attendance to experience live MMA bouts and fighter autograph signings, these events are expected to continue and evolve under the new partnership.
In addition to Bellator, Monster is a sponsor in the UFC octagon and has forged individual deals with several UFC athletes.
(photo via Bellator press release)
Payout Perspective:
SoCal-based Monster is a big sponsor within extreme sports and MMA as it caters to the young, active demo. With a new digital deal on DAZN for Bellator, Monster will get another source of visibility. Not to mention it is heavily involved the UFC which solidifies itself as the energy drink brand in MMA.
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