During fight week of UFC 298, the UFC and Black Rifle Coffee Company (BRCC) announced a multi-year marketing partnership. It is the latest sponsor for the UFC which has leaned right in finding sponsors.
BRCC appeared on the Octagon mat for the first time at Saturday’s event in Anaheim, California. Per its press release, BRCC will be featured in every UFC event in the United States and included in on air feature integration. BRCC also announced a “Live Crowd Volume Meter” co-produced with the UFC to “elevate the fan experience”
The “Official Coffee of the UFC” will implement the crowd meter at every UFC arena show in the US similar to how other stadiums measure decibel levels to show the amount of noise fans are making. The partnership will also cover sponsorship integration on the fight promotion’s social media platforms.
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The company, established by U.S. military veterans, was featured in the New York Times in an article entitled, “Can the Black Rifle Coffee Company Become the Starbucks of the Right?” as its owners have leaned into the culture wars and have supported Donald Trump in the past. It is also prominent on many hard-line right wingers most-likely due to its logos with rifles.
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