UFC Sells Fight Kit Branding Rights to Crypto.Com in Reported $175 Million Deal

Breaking: https://t.co/GUi7KSNP3n (@CryptoCom) becomes first-ever global official fight kit partner & first cryptocurrency platform of @UFC.

More information here :https://t.co/t955WC9WyD

— UFC News (@UFCNews) July 7, 2021

The Ultimate Fighting Championship is partnering with Crypto.com, which will allow the crypto platform to place its branding on UFC fight kits.

According to a report from Sportico, the deal is for 10 years and $175 million – the largest sponsorship ever for the Las Vegas-based promotion. In addition to having the Crypto.com logo on UFC apparel worn by fighters and their corners, the company will also get prominent placement on the Octagon during pay-per-view events and Dana White’s Contender Series cards. Crypto.com “will also be integrated into UFC content on both linear and digital platforms, including live broadcasts, pay-per-views, and UFC-owned social media channels,” per a release.

“This is a partnership between two companies that are the best at what they do,” said UFC president Dana White. “No company has done more to grow the popularity of combat sports than UFC, and now we’re one of the biggest sports brands on the planet. We can help Crypto.com reach more people around the world through the strength of our brand.”

The UFC partnership with Crypto.com will make its debut during Saturday’s UFC 264 card at the T-Mobile Arena in Las Vegas. According to ESPN, fighters will not get a share of the UFC’s new sponsorship deal. However, they will be able to negotiate their own contracts with the company and serve as paid brand ambassadors.

“It’s a historic moment as the fastest growing cryptocurrency platform joins forces with the fastest growing sport to help accelerate the world's transition to cryptocurrency,” said Kris Marszalek, co-Founder and CEO of Crypto.com. ”This is just the beginning of a long relationship with UFC, and we’re looking forward to what we will build together.”

Crypto.com was founded in 2016 and boasts more than 10 million users worldwide. Other sports partners include the NHL’s Montreal Canadiens, Formula One and Italy’s Serie A.