Add yet another commercial patron -- and another mainstream consumer brand -- to the UFC’s growing roster. The MMA circuit has struck a three-year domestic sponsorship deal with Proximo Spirits’ Jose Cuervo tequila brand. Sources pegged the total deal in the mid-seven figures.
Activation for the UFC’s new “official tequila” starts around this weekend’s UFC 264 event, during which ESPN will break an ad featuring former interim UFC lightweight champion Justin Gaethje and UFC welterweight Michael Chiesa.
Cuervo also gets branding with the UFC octagon, it will hold on-premise and on-site fan activation events and be presenting sponsor of “Quick Hits,” a backstage content feature which runs across UFC social media. A sweepstakes later this year will offer a fantasy weekend with fighter meet-and-greets.
The UFC bar is filling up; other official spirits sponsorships are with Nemiroff Vodka and Howler Head banana-flavored bourbon.
