The UFC announced a new sponsorship and new category with New Amsterdam’s ‘Wildcard’ becoming the Official Ready to Drink Vodka of the UFC. The move also may give the company an opening to become the Official Vodka of the UFC as the Nemiroff deal with the UFC is over.
The ‘ready to drink’ category is a burgeoning industry which is mixed drinks in a can.
Per press release:
Wildcard will become the Official Ready to Drink Vodka of UFC, providing the vodka brand with a deep level of integration into key UFC assets, including live events and broadcast features in all U.S.-based Pay-Per-Views, and prominent branding inside the world-famous Octagon®. Wildcard and UFC will also collaborate on original content that will be distributed through UFC’s popular digital and social channels, which reach more than 200 million users worldwide. Additionally, the agreement provides for an annual Brand Ambassador fund that will bring the partnership to life through appearances, content, and creative campaigns with UFC athletes.
Per the SBJ, these are the terms multi-year agreement which is rumored to be in the ‘high-seven-figure’ range:
- U.S. sponsorship rights
- Designation as the UFC’s first “official ready-to-drink vodka partner”
- Branding within the Octagon, starting with Saturday’s UFC 281 at MSG
- Digital and social content
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