The Sports Business Journal reports that Toyo Tires has renewed its partnership with the UFC making its the longest tenured sponsor for the promotion. Remarkably, it will be the 20th year that Toyo Tires has been associated with the UFC as the “official tire” of the company.
The deal is for 3 years and is reported as being in the low-eight figures.
Per SBJ:
UFC SVP/Global Partnerships Grant Norris-Jones said the deal also expands Toyo’s hospitality, content plays and advertising commitments. Toyo will continue to have branding within octagon at U.S. events, run UFC-themed ads and use UFC athletes.
Payout Perspective:
The renewal is another win for the UFC as it still looks for sponsors in the fin/tech, QSR, auto and cell phone spaces. But, Toyo Tires has been synonymous with the company since the 2000s and has maintained a partnership with the company throughout. One might infer that the partnership has helped Toyo with its visibility and the UFC through leaner times than now.
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