UFC Senior VP/Global Marketing Partnerships Mike Mossholder indicated that fighter Ronda Rousey will "likely be the face of the UFC's first official outfitting deal," according to Michael McCarthy of ADWEEK. Mossholder, who would not reveal the outfitter, said the UFC is "actively engaged in conversations" with a "premium apparel line" for an exclusive deal to outfit the league's 400-plus fighters. Mossholder said since Rousey is the "most requested athlete" by UFC sponsors, it is "highly likely" she would be highlighted in the deal. Rousey said that she has "opted to keep sponsors to a minimum." Rousey: “You give yourself more value if you don’t walk out looking like a race car covered in ads. I like to think my sponsors are valued more because it’s more clean looking.” Rousey is interested in more deals, but said she is in "no rush" because she wants to be totally "committed" to her current sponsors. Xyience President John Lennon said that when the "official energy drink of the UFC put her image on cans, sales jumped" 12%. McCarthy noted historically, the UFC has allowed athletes to "cut their own deals for the brands they wear" during UFC bouts and Rousey now "wears the brand's logo inside the Octagon" (ADWEEK.com, 7/27).
SETTING THE PRECEDENT: FOXSPORTS.com's Marc Raimondi noted UFC fighters Jon Jones, Anderson Silva and Junior dos Santos "have sponsorships with Nike," while Georges St-Pierre "is signed by Under Armour." Meanwhile, Reebok and adidas are "relative newcomers to the MMA landscape." Reebok has a deal with Johny Hendricks, and Robbie Lawler "just signed" with adidas. UFC President Dana White said that as far as a uniform deal goes, it "would be better for fighters, especially at the lower levels, who have trouble finding sponsors" (FOXSPORTS.com, 7/28).
