Modelo agrees deal to become UFC’s official beer
October 11, 2017
Modelo Especial has agreed a long-term deal with the Ultimate Fighting Championship (UFC) to become the combat sport’s official beer.
The new agreement starts in 2018 and is only applicable for events held in the United States. Modelo’s branding and signage will also adorn the UFC octagon while fighters and personalities are set to be used in advertising.
“Modelo is an amazing brand that shares UFC’s unmatched commitment to its fan base,” UFC President Dana White said. “I love Modelo and we’re already talking about doing a lot of exciting things together.”
“They want to get more into multicultural consumers,” Jim Sabia, Modelo’s chief marketing officer, said of the deal “We all benefit. They’re going to help take our brand into the general market consumer household.
“We feel very confident in what they do with their athletes and its integrity.”