Mixed martial arts promotion the Ultimate Fighting Championship has entered into a multi-year partnership with Mexican beer band Modelo Especial.
The deal names Modelo as the official beer and malt beverage sponsor of UFC in the US.
The wide-ranging agreement grants Modelo presenting sponsorship rights for select UFC pay-per-view events and VIP experiences based in the US, as well as signage and branding inside the Octagon during fights. The company will also feature UFC athletes and personalities in advertising to promote the partnership.
Further promotion will be provided via multimedia platforms, retail point-of-sale, live-viewing parties at select UFC events and a national sweepstakes campaign. Modelo will also be promoted across live-event broadcasts on UFC.com and integrated across the promotion’s social and digital media platforms, while the two parties will work to create unique content for fans.
Modelo replaces US brewing company Anheuser-Busch, a UFC partner since 2008. Anheuser-Busch’s Bud Light brand had regularly featured inside the Octagon during fights.
Ann Legan, vice-president of marketing for Casa Modelo with Constellation Brands Beer Division, said: “Uniting the passionate fans of UFC with Modelo, a brand that stands for the fighting spirit is an ultimate win for our consumers and our company.
“With both UFC and Modelo driving unprecedented growth for our respective industries, this partnership is a game-changer for Modelo and we look forward to creating new experiences for fans.”