The Sports Business Journal reports that AirAsia has signed on with the UFC to be the presenting sponsor for UFC 275 taking place on June 12th in Singapore. The push includes branding inside the octagon, custom content and a sweepstakes promotion.
AirAsia was a UFC sponsor in the past and takes up a bigger presence for the company’s first PPV in the country. Despite the local, early morning start-time to accommodate North America prime time, the company expects a sellout of the 11,000-person arena in Singapore.
AirAsia hopes to take advantage of the continued momentum of the UFC so it can push its “super app” which allows users to purchase flights as well as other lifestyle offerings.
Payout Perspective:
The UFC is expanding its presence and, whether or not we know, is on ONE Championship’s turf in Singapore. Yet, it’s clear that the UFC is taking full advantage of the resources its parent company, Endeavor has to offer in terms of utilizing its global contacts and securing major sponsorship deals. The Air Asia deal should not be too surprising since it is a previous sponsor in the region, yet one can assume that this time around it is making a bigger investment in its sponsorship of the UFC event in the country this June.
Leave a Reply