The UFC is expanding its marketing relationship with Kraft-Heinz by giving the Devour brand official sponsor designation and amplifying its partnership with the Oscar Mayer P3 brands. The two multiyear deals will see Devour named the official frozen meal of UFC, while Oscar Mayer P3 Portable Protein Pack will maintain its status as the MMA outlet's official protein snack. “Kraft-Heinz is a blue-chip brand, and the expansion of our relationship with them is indicative of the partnerships we want to forge going forward,” said UFC Senior VP/Global Partnerships Paul Asencio. “This is an exciting time for UFC, especially with the launch of UFC on ESPN, and we’re in a great position to elevate the brands we partner with.” Both P3 and Devour will be integrated extensively into select UFC live events, highlighted by a branded presence inside the Octagon, custom integrations throughout telecasts, in-venue activations, social media campaigns, custom content pieces, and Fight Week and Fight Night integrations. Asencio said, “Our target audiences align perfectly -- they are essentially millennials who are early adopters and trendsetters. And both the P3 and Devour brands fit seamlessly into the everyday lives of our fans.” Both Devour and P3 later this year will launch dedicated UFC products. An exclusive P3 line will feature products focused on workout performance, certified by the UFC Performance Institute, along with the integration of UFC-themed packaging. Devour will also leverage UFC marks on various product offerings. Additionally, P3 will appear in an original series produced at the UFC Performance, highlighting the importance of protein in an athlete’s preparation and daily routine. Devour will integrate into the “Dana White: Lookin’ for a Fight” program, featuring unique marketing placements and mentions. The expanded partnership will begin on Saturday with UFC 235.
