Monster Energy will remain in the center of the Octagon for at least 5 more years at it renewed its sponsorship deal with the UFC. There is an option for a 6th year with the deal rumored to be in the 9-figure range.
Both companies touted it as the “biggest sponsorship ever.”
Monster, a sponsor since 2015, will continue to be the “Official Energy Drink” of the UFC. Behind Toyo Tires, it is the second-longest sponsorship of the UFC.
Per the Sports Business Journal, Dana White, Norris-Jones, Monster Energy Chair and co-CEO Rodney Sacks and SVP/Sports Marketing Mitch Covington negotiated the deal.
Payout Perspective:
No surprise here since Monster Energy is synonymous with the UFC. It’s a SoCal brand where MMA seems to be the thing especially in Orange County, CA where the entity calls home. It is worth nothing that White directly worked the deal with Monster. Obviously, working directly with Monster is likely due to its long-term relationship with each other.
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