BodyArmor To Sponsor UFC As Promotion's Official Sports Drink

The UFC today announced a multiyear deal with with BodyArmor, which becomes the MMA promotion's first-ever official sports drink. Under the deal, which covers the U.S. and begins in '18, BodyArmor will supply its products at two BodyArmor Hydration Stations at the UFC Performance Institute in Las Vegas. BodyArmor also will serve as presenting sponsor of select UFC weigh-ins, along with providing corner branding of stools, towels and buckets inside the Octagon during U.S. events. The drink brand will have a presence on UFC.com and live-event programming, as well as being integrated across UFC's social and digital platforms (UFC). This is the "largest marketing deal in BodyArmor's short history," and it is "part of a larger push to get consumers familiar with the drink" (BLOOMBERG NEWS, 10/5).