Today the UFC made a much rumored deal with Reebok official. The deal makes Reebok the only apparel sponsor of the UFC and as such, athletes will no longer be able to represent their own sponsors in the cage. The UFC sent out a press release today announcing the deal:
Global fitness leader Reebok today announced a groundbreaking partnership with UFC®, the world’s leading mixed martial arts organization. Under the long-term deal, Reebok will become the exclusive authentic global outfitter of UFC, creating for the first time ever UFC ‘Fight Week gear’ and a ‘Fight Night kit’ for all UFC athletes. Reebok will also be the exclusive apparel provider for the millions of UFC fans around the world.
In addition to benefiting UFC athletes and fans, the Reebok and UFC alliance also has a significant charitable component. Starting in 2015, a percentage of sales from Reebok/UFC product will directly benefit Fight for Peace, an international NGO that uses boxing and martial arts, combined with education and personal development, to realize the potential of young people in communities that suffer from crime and violence.
This partnership is much more than a licensing agreement, said Matt O’Toole, President, Reebok. It is a true collaboration between two great brands, which will not only give UFC a new and exciting look, but it will harness the global reach of both brands to also benefit young people around the world, particularly those at risk of being involved in crime and violence.
Together with Reebok we are changing the landscape of MMA, said Lorenzo Fertitta, UFC Chairman and Chief Executive Officer. Working with another global brand with such a strong history in training and fitness will deliver long-term value for UFC athletes and their brands by elevating and further professionalizing the events and the sport. Every UFC athlete will benefit from high quality performance apparel specifically developed, tested and produced for MMA athletes. Never before has the sport had a global athletic footwear and apparel brand committed to investing so much in the research and development of products specifically for MMA.
The Reebok/UFC apparel line, including the ‘Fight Week gear,’ ‘Fight Night kit,’ and UFC fan gear, will be developed in conjunction with UFC and its athletes, including current Reebok athletes UFC Welterweight Champion Johny Hendricks and UFC Lightweight Champion Anthony Pettis. In addition, UFC athletes will be helping Reebok to develop a new fight training-specific apparel collection.
Not only is Mixed Martial Arts one of the fastest growing sports in the world, it is also one of the most challenging in terms of the dedication to training, overall fitness level and mental and physical toughness required. And nowhere is this on display more than in the UFC Octagon, said O’Toole. This partnership not only further cements Reebok as the leading fitness brand in the industry, it will also help us reach a wider audience and become the brand of choice for the more than 35 million consumers worldwide who use disciplines like boxing, kickboxing and mixed martial arts to live a fit lifestyle.
UFC.com also posted a full Q&A on their website to explain the policy and answer questions that anyone might have:
1. Why is UFC implementing this new policy?
UFC has partnered with Reebok, a major global footwear and sports apparel brand, to create a unique, iconic and consistent look for our athletes, reflective of their dedication, athletic superiority and determination. This partnership will create long-term value for UFC athletes and their brands by elevating and further professionalizing the events and the sport in general. This is another major step in UFC’s maniacal pursuit of excellence.
2. When will this new policy start?
The new policy will start the week of July 6, 2015, which coincides with International Fight Week (IFW) in Las Vegas, Nevada.
3. How does this benefit the athletes?
The new policy will provide several benefits to the athletes, including but not limited to:
a. Associating every athlete with a global athletic footwear and apparel brand
b. High quality performance apparel specifically developed, tested and produced for MMA athletes
c. Elevating the visual identity of UFC athletes to be on par with other global mainstream sports
d. A guaranteed income for each fight, eliminating the burden of seeking sponsors on a per event basis
e. The opportunity to generate royalty income from the new athlete-specific products created through this program
4. When will athletes’ sponsors no longer be permitted to have exposure on athlete apparel?
Athletes’ sponsors will no longer be permitted to have exposure on athlete apparel during UFC fight week official events including fight night, UFC produced content or other official UFC events beginning the week of July 6, 2015, which coincides with International Fight Week (IFW) in Las Vegas, Nevada.
