The UFC and Modelo announced a three-year extension of their sponsorship deal which is reported as big in the ‘low eight figures’ per the Sports Business Journal. The deal includes an activation component in which the partnership will work with nonprofit Rebuilding Together to revitalize gyms across the country.
The extension, announced last week, includes the renovation of several gyms across the U.S. that play integral roles in positively shaping their local areas. The campaign will start in Cleveland where former UFC Heavyweight Champion Stipe Miocic will join in helping revitalizing Revolution Fight & Fitness in Euclid, Ohio. The gym will receive new equipment as well as an update on lighting and new paint. Modelo and the UFC have gyms in Austin, Texas, Saratoga, New York and Seattle, Washington on its slate of places it will renovate.
Modelo began sponsoring the UFC as the “Official Beer of the UFC” in 2018.
Payout Perspective:
The extension of the sponsorship deal was a ‘no-brainer’ for Modelo who replaced Bud Light as the beer sponsor. The community activation is an extension of the partnership between the two and makes sense for both brands. Branching out into communities and helping renovate gyms across the nation is a good way of spreading good will.
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