UFC heads into marquee Vegas event with 46 global/U.S. sponsors

As the top MMA circuit approaches its premier event of 2024 -- UFC 300 on Saturday in Las Vegas -- it does so with an expanding sponsor roster of 46 brands with global/U.S. rights. UFC has signed 11 global/U.S. brand deals this year already.

As with so many properties, alcoholic beverages have been fertile ground for UFC deals. The circuit has that category filled with the likes of Bud Light (Anheuser-Busch InBev), Howler Head banana-flavored bourbon, Jose Cuervo tequila, Monaco RTD vodka canned cocktails, New Amsterdam Vodka and 19 Crimes wine.

Toyo Tires is the longest-tenured existing sponsor, having come aboard with UFC in 2006. Among the sponsors gone from UFC’s roster this year is Socios, as the blockchain/fan engagement company exited the U.S. market.

Separately, the UFC has six international-only sponsors. There have been three added to that list this year to date.

UFC sponsors typically get octagon branding, brand integration and custom content, along with social and digital media inventory.