After the UFC's blockbuster signing with FOX Sports in 2011, the world's most prominent mixed martial arts company has inked yet another momentous deal, this time, with global sports brand Reebok.
In a report by UFC.com, the six-year deal between the UFC and Reebok entails that the said apparel brand will be the exclusive outfitter for fighters and fans alike. This would mean that athletes would not be allowed sponsorship from any other sports brands, including non-pay-per-view events and original content created by the company.
But there is an upside to the stipulation. The UFC not only leveled themselves with the more mainstream sports leagues such as the NBA and the NFL, but a percentage of the revenue generated by the said partnership will be going to the athletes as well. Furthermore, Reebok also announced that they would be coming up with apparel that is tailor-made for mixed martial artists in the near future.
UFC Chairman and CEO Lorenzo Fertita considers this business relationship as a milestone not only for the UFC as a brand and as a company, but for mixed martial arts as a legitimate mainstream sport, as well.
"This will be the biggest non-broadcast partnership that our company has ever signed," said Fertita. "So it is significant."
This new development within the company was generally well received by both active and retired fighters. Former light heavyweight champion and Ultimate Fighter 1 winner Forrest Griffin sees this as an opportunity for the UFC and MMA to be taken more seriously as a brand.
Reigning UFC women's bantamweight champion Ronda Rousey, on the other hand, is looking forward to Reebok's approach to female fighters' apparel.
However, one fighter voiced out his strong disagreement towards this new business venture. The ever brash, outspoken Nate Diaz recently expressed his strong sentiments on Twitter, where he virtually gave out the middle finger.
"Here's for your B*tcha** uniforms," Diaz wrote.
