The UFC has announced an “Official Frozen Meal of UFC” with Devour joining the company’s stable of sponsors. The press release included the official announcement that Oscar Mayer P3 Portable Protein Pack as “Official Protein Snack” of UFC.
Both sponsorships are new and mark exclusive sponsorship categories for the UFC.
P3 made its debut as a UFC sponsor in 2018 and has since been in signage during UFC events as well as on fighter kits.
Via UFC press release:
DEVOUR™ launched in 2016 with the mission to shake up the frozen aisle by taking an unapologetic stand for mouthwatering, craveable frozen foods. Over the past 3 years, DEVOUR™ has successfully built awareness with its bold and disruptive approach to communications, which has fueled its rapid growth in popularity with consumers. The brand offers frozen meals, frozen sandwiches, and instant bowls, which are widely distributed in retail grocery and convenience stores across the country. Similar to Oscar Mayer P3’s strategic partnership with UFC, DEVOUR’s™ collaboration with UFC will focus on reaching the loyal MMA fan base that comprises key demographics, including millennials, early adopters, and trendsetters.
Under the terms of the expanded partnership, both Oscar Mayer P3 and DEVOUR™ will be integrated extensively into select UFC live events, highlighted by a branded presence inside the world-famous Octagon®; custom integrations throughout UFC’s telecasts; in-venue activations; unique social media campaigns; custom content pieces, and Fight Week and Fight Night integrations.
In 2019, both Oscar Mayer P3 and DEVOUR™ will launch dedicated UFC products at select participating retail locations across the country. An exclusive Oscar Mayer P3 product line will feature co-developed product nutritionals focused on workout performance, certified by the UFC Performance Institute®, along with the integration of UFC-themed packaging. DEVOUR™ will also leverage UFC marks on various product offerings.
In addition, the Oscar Mayer P3 and DEVOUR™ brands will be further integrated with UFC through dedicated custom content pieces. Oscar Mayer P3 will leverage UFC fighter talent within an original series produced at the UFC Performance Institute in Las Vegas, highlighting the importance of protein in an athlete’s preparation and daily routine. DEVOUR™ will integrate into Dana White: Lookin’ for a Fight program, featuring unique DEVOUR™ marketing placements and mentions.
Payout Perspective:
The UFC is making a big push in populating categories of sponsorship that never existed. We will certainly see Devour this Saturday at UFC 235 as the brand makes its debut. P3 has been a part of UFC events as well including on the Reebok fighter kits. One can expect more activation from sponsors as the UFC events continue throughout this year.
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