BRCC, America’s fastest growing coffee company, will once again activate its partnership with the UFC at the highly anticipated UFC 298: VOLKANOVSKI vs. TOPURIAwhich takes place this Saturday February 17 in Anaheim, California at the Honda Center. The event will feature a blockbuster featherweight championship bout which will see Alexander Volkanovski defend against undefeated #5 contender Ilia Topuria, as well as a crucial bantamweight clash featuring the No. 2 ranked contender. Merab Dvalishvili taking on the former UFC flyweight and bantamweight champion and No. 3 ranked Henry Cejudo.
This new agreement will allow BRCC to be present at every UFC event in the United States, enjoying high visibility placement inside the famous Octagon at every UFC Pay-Per-View, as well as as integrations into the streaming features on the main board of other select Pay-Per-Views.
Additionally, for the first time in UFC history, UFC and BRCC will co-produce a Live Crowd Volume Meter to enhance the fan experience. The Black Rifle Cafe Crowd Counter will be implemented in every UFC arena show in the United States and will measure, in decibels, the volume of the crowd. The highest volume from each event will be recorded and posted on UFC social media platforms.
UFC and BRCC will also collaborate on original content that will be distributed through UFC’s popular digital and social channels, which reach more than 259 million users worldwide. The new partnership also includes an annual brand ambassador fund that will bring the partnership to life through appearances, content and creative campaigns with UFC athletes.
This partnership builds on the relationship that the UFC and BRCC have forged over the years which includes, among other efforts, supporting veterans. To commemorate Veterans Day last year, BRCC and UFC teamed up to raise awareness HunterSeven Foundation, a nonprofit organization that leads research efforts on military exposures and their long- and short-term health impacts on the post-9/11 veteran population. As part of this activation, BRCC and UFC have partnered to make $150,000 in public donations to the HunterSeven Foundation to support veteran services that prevent and detect cancer in its early stages through research, education and accessible medical examinations.