The Sports Business Journal reports that the UFC has added Atomic Brands’ Monaco line of ready-to-drink (RD) cocktails with a two-year deal “totaling mid-seven figures.” This sponsorship adds to the lengthy roster of alcoholic sponsors that the promotion has in its stable.
It also brings to mind that the categories are similar to the deal with New Amsterdam as its first official ready-to-drink vodka.
Atomic Brands’ deal is for U.S. marketing rights and designation as the UFC’s official hard lemonade and official canned vodka cocktail.
The distinction here between Atomic Brands’ and New Amsterdam is that New Amsterdam’s deal is for ready-to-serve bottles.
The Monaco brand gets Octagon branding, integration in UFC PPV events (which started Saturday at UFC 288) and the “Ultimate Fighter” reality show/competition and custom content on UFC digital and social channels.
Payout Perspective:
The article notes that the UFC is still looking for more sponsors in the spirits category as the company reflects on the evolving state of that industry as well as the younger demo that is interested in this category. It also noted that it is looking into the financial services category for sponsors. As for the deal, one would believe that Monaco jumped on the chance with Conor McGregor returning to the UFC on the “Ultimate Fighter” and despite the episodes being on ESPN+ it will still be one that many fans will tune in to watch.
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