The Ultimate Fighting Championship (UFC), the world’s largest mixed martial arts (MMA) promotion, and US clothing company Origin have announced a marketing partnership that provides the Maine-based company with exposure across various UFC platforms, including live events.
The new deal makes Origin the UFC’s exclusive partner for the jeans, boots, and hunting apparel category, and Origin will be named the official jeans of UFC.
Additionally, Origin will be the presenting partner for certain UFC Fight Nights in 2023, and will receive prominent branding at select UFC pay-per-views, including placement inside the Octagon.
The deal also includes broadcast integrations in pay-per-views and exposure at fight week activities, including press conferences and weigh-ins.
Origin branding will also be incorporated into event-specific social media content, while there will also be an annual brand ambassador fund that include appearances, content, and creative campaigns with UFC athletes.
Grant Norris-Jones, UFC senior vice president of global partnerships, said: "There is so much overlap between UFC Fans and Origin consumers. Compared to fans of other sports, UFC fans over index on purchasing jeans, boots, hunting apparel and other products Origin is known for.
“This is a tremendous consumer growth opportunity for Origin and we're proud to support them and help them achieve their goals.”
Pete Roberts, founder and chief executive of Origin, added: "It's the UFC - the premier MMA organization in the world.
"And this is a tremendous collaboration because there's a shared passion - for the fighting spirit, for pushing boundaries and being relentless, disciplined, unapologetic, and determined. That's what it takes to win in the UFC, and it's what it takes to win in our battle to bring American manufacturing home. We're grappling with a larger problem, and this fight is an economic war on Freedom."
Jocko Willink, co-founder of Origin, said: "The UFC is an American brand based on fighting, and that's exactly what Origin is. The roots of both companies are intertwined in combat sports, so we share the same principles and values.
“I think that fans of the UFC will understand Origin as soon as they hear where we came from, what we stand for, and where we are going. Both brands are aligned."
Meanwhile earlier this week the UFC announced its first-ever event to be hosted by Saudi Arabia.
Set to take place on March 2, 2024, the event will be titled UFC Fight Night 236, confirming it as part of the company’s “Fight Night” format of events.
