Dana White and UFC are fearless, aggressive, and focused, and it’s turned the brand into a multi-billion dollar powerhouse.
Another example is their announcement on Tuesday, that they have signed a blockbuster promotional deal that is rocking the sports world.
Sportico reported that UFC has partnered with the cryptocurrency marketplace crypto.com on a 10-year deal worth $175 million, which would be the biggest sponsorship deal in UFC history.
It reportedly includes $100 million to be paid in cash.
It won’t take long for fans to see the new deal in real time, as the deal calls for every UFC fighter to wear branding for crypto.com on their shorts, starting with the big card this weekend in Las Vegas that features Conor McGregor and Dustin Poirer.
Lawrence Epstein, the COO of UFC told Sportico the deal came together fast.
“If we had talked a couple of years ago, crypto might not have been on the radar, but it’s sort of a sign of the times. It’s new, but it’s moving quickly, and it’s very dynamic.”
White’s bold moves have been paying off for over a year. His sport was the first to hold live events during the pandemic, and in 2020, of the 42 events scheduled the league got in 41 of them.
They also signed a 5-year, $100 million deal with DraftKings recently.
Beverly Hills based Endeavor, the parent company of UFC went public in April and bought out the remaining 49.9% of available stock that they didn’t already own.
Watch for the branding this weekend. crypto.com will be visible on the apparel fights wear when they walk out to the Octagon, and the fighter’s support staff in their corner will be rocking apparel with crypto.com logos.
crypto.com has been extremely activate in sports promotions, having deals in place with the Montreal Canadiens who are in the Stanley Cup Final, Formula One, and in soccer with Italy’s Serie A.