Monster Energy renewed its sponsorship rights with the UFC in a reported 9 figure deal. As part of its renewal, it receives “pass-through” for QuikTrip to get prime real estate on the Octagon mat.
For those that notice, Monster Energy has shared an Octagon corner with convenience stores such as QuickTrip, Circle K and AM/PM during UFC events. However, this news appears to give the third-party sponsor greater exposure. QuickTrip appears on the Octagon. For the eagle-eye viewer, UFC 312 had Ampol Foodary under the Monster logo.
The SBJ article reporting on the deal states there were no specifics of the “pass-through” rights for Monster Energy but that the sales group at the UFC are looking for “fresh ways to get sponsors to stay involved and renew their contracts at higher rates.”
Payout Perspective:
An innovative strategy for the UFC sales group which is capitalizing on the UFC popularity right now. The company has used multiple strategies in integrating sponsors into UFC content and broadcasts and research must suggests that visibility on the Octagon mat is important for sponsors. Obviously selling Monster Energy on sharing that prime real estate may have been hard to do. Conversely, Monster may have seen it as a way to work with third-party partners as all of the third-party sponsors are convenience stores in which Monster supplies product.
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