November 11, 2021 – LAS VEGAS – UFC®, the world’s leading mixed martial arts organization, and Sweet Sweat, an industry-leading athletic performance brand, today announced a new multi-year marketing partnership to promote and highlight Sweet Sweat’s products. available to UFC athletes through the UFC Performance Institute. ® in Las Vegas.
Under the terms of the agreement, UFC and Sweet Sweat will collaborate on a research program that will investigate the benefits of Sweet Sweat products when used by UFC athletes in training during their fight camps and preparation stages. fight week at the Performance Institute. The program will be completely voluntary for those athletes who choose to participate. More details on the research program will be announced at a later date.
“We are delighted to welcome Sweet Sweat on board as an Official Partner of the UFC,” said Paul Asencio, UFC Senior Vice President of Global Partnerships. “This is one of those rare partnerships that fits naturally on so many levels, including the use of Sweet Sweat products within our performance institute to help athletes train and prepare for. fight. In return, we can help Sweet Sweat reach more consumers around the world through the strength of our brand. “
INTEGRATIONS AND TRADEMARK RIGHTS
As an Official Global Marketing Partner and Official Partner of the UFC Performance Institute, Sweet Sweat will be integrated into the core assets of the UFC, including broadcast functionality on select Pay-Per-Views. Sweet Sweat will also have a branded presence inside the famous UFC Octagon® at select events and through the UFC Performance Institute in Las Vegas. The UFC and Sweet Sweat will also collaborate on a variety of personalized and original content that will be distributed on social media channels and digital platforms owned by the UFC.
The deal also includes an annual Brand Ambassador fund that will provide significant paid marketing opportunities to participating UFC athletes.
“We’re thrilled to finally partner with the UFC and the UFC Performance Institute,” said Jeff Pedersen, president of Sweet Sweat. “While both of our teams know the power of our products, we knew that just signing up as a marketing partner was not enough. We hope that validation through this independent research program, coupled with the marketing prowess of the UFC, will allow our brand to reach millions of people like never before.
For more information, please visit SweetSweat.com.
