Ultimate Fighting Championship (UFC) has extended its partnership with Monster Energy Drink as its official energy drink.
As part of the renewal, Monster’s logo will also remain prominently located on the UFC Fight Night collection apparel of its sponsored UFC athletes.
Mitch Covington, Monster Energy vice president of sports marketing, said: “UFC and Monster Energy are two global brands that share a passion for performance and innovation, while both supporting the world-class athletes."
"Through this partnership with this iconic MMA property, Monster Energy will continue to build a stronger brand position and reach globally, and we look forward to sharing our story worldwide.”
UFC senior vice president of global partnerships, Paul Asencio said: “Both brands are the most innovative in their respective markets, and like UFC, Monster consistently strives to improve both its products and fan engagement. We look forward to continually combining our efforts to provide fans with premium products, both inside and outside of the Octagon.”
UFC reached its 25th year recently and released commemorative logos to celebrate its rise to a mainstream sport, of which Monster Energy's brand also features prominently beside it.