The Ultimate Fighting Championship (UFC) mixed martial arts (MMA) promotion has unveiled a global commercial deal with Aires Tech, a tech firm producing anti-radiation solutions.
Through a multi-year tie-up, Aires Tech branding will receive placement on broadcasts of all monthly UFC pay-per-view events, as the company becomes an official partner of the promotion.
The agreement has been negotiated by WME Sports (owned by Endeavor, also the parent company of UFC), which has a wide-ranging deal in place with Aires Tech.
As well as exposure through broadcast coverage, the brand will also be present during UFC events’ live weigh-in shows, which are live-streamed via YouTube. Aires Tech “will be highlighted within a segment entitled ‘defensive strategies.’”
In addition, the duo will work together on original content to be distributed via UFC’s network of social and digital channels, while there will also be in-arena promotion and a presence for Aires Tech at “select UFC fan experiences” such as the UFC X event in Las Vegas.
Earlier this month, UFC agreed to an exclusive deal with Games Global, the online casino-styled gaming producer, to develop branded digital slot games.
Under a three-year agreement, the UK-based firm will produce UFC-themed slot titles, with the first release to be rolled out globally in July following an exclusive soft launch this month.
The promotion has also announced deals in recent weeks with Saudi Arabia's Riyadh Season sports and entertainment festival and with mobile charging brand Anker.
Josh Bruni, chief executive at American Aires, added: “This partnership matches Aires’ regional strongholds in the United States, Canada, the UK, Germany, and Australia. With UFC’s growing global viewership, this collaboration allows us to expand our presence internationally.”
