The UFC has another sponsor on board. In a press release Thursday, the promotion announced that it had reached a “multi-year partnership” with sports drink maker BodyArmor. As a result, BodyArmor is now the “official sports drink” of the UFC.
UFC President Dana White is quoted in Thursday’s press release as saying that “providing UFC athletes with safe, nutritional products while training at the UFC Performance Institute is an important part of helping them maximize their overall performance and BODYARMOR will help us do that.” Per the release, BodyArmor will provide its flagship sports drink as well as BodyArmor Lyte to the UFC Performance Institute’s two “BODYARMOR Hydration Stations.” The drink will also be present at select weigh-in events, and appear on stools, towels, and buckets inside the octagon.
Mike Repole, co-founder and chairman of BodyAror added that “a partnership between the fastest-growing sports drink and the fastest-growing sports organization creates a tremendous opportunity for BODYARMOR to play an important role in the hydration needs of some of the best athletes in the world.” Thursday’s press release highlights the drink maker as “the fastest growing sports drink in its category, having seen a 110% increase in sales from last year.”
It doesn’t appear UFC athletes will be getting a cut of the added revenue, as Reebok will continue to be the lone sponsor on UFC uniforms. The UFC already has an “Official Energy Drink” after signing a deal with Monster in 2015. Official bottled water, coffee, and chocolate milk may not be far behind as parent company WME|IMG looks to increase revenue to help pay off it’s $4.2 billion purchase of the MMA promotion last year.
