The Sports Business Journal reports that the UFC has struck a deal with Icon Meals for it to be the “Official Meal-Kit” Sponsor for the company. It is a 5-year cash and value-in-kind deal per the SBJ.
The deal is a hybrid supplier/sponsorship agreement where it will supply its ready-made meals to UFC athletes through the company’s Performance Institute. You may recall that this deal was with Trifecta Nutrition in the recent past.
Icon Meals will create a “Brand Ambassador Fund” which will offer endorsement opportunities to fighters. The deal will have Icon Meals as the presenting sponsor of the streamed fight-night weigh-ins at domestic bouts, and custom content via UFC social and digital media.
Also, a part of the deal is the UFC receiving a “small equity stake in Icon.”
Payout Perspective:
Two things stand out in this sponsorship deal. The first being the UFC acquiring an equity stake in the company. With this deal, the company will be invested in ensuring the success of the company. Additionally, the Brand Ambassador Fund is another indirect way of compensating fighters although not on a unform level. Overall, a good deal for the UFC in finding a sponsor in another burgeoning market.
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