The UFC announced that it has entered into a partnership with Project Rock to be the official global footwear partner of the UFC. The sponsorship begins Saturday at UFC 270. Terms of the deal were not disclosed.
On episode 5 of UFC Embedded, there was a hint as to the sponsor deal with the camera panning to a pair of Project Rock shoes.
Under Armour, in partnership with Dwayne “The Rock” Johnson developed the line of footwear. Johnson also has a line of his own clothing gear on the UA web site.
The partnership puts together The Rock with the UFC. You may recall that The Rock appeared at UFC 244 in New York to award the BMF belt.
Payout Perspective:
The deal is a win-win for both partners. The UFC gains some mainstream recognition with association with The Rock’s footwear while Johnson gets more market value with his footwear. The Rock’s UA clothing brand is very popular at the moment and one can only imagine that the footwear deal will help expand the brand across the world.
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