Wolfpak will receive prominent brand placement inside the Octagon within all episodes of the Dana White’s Contender Series. (UFC)

Mixed martial arts’ Ultimate Fighting Championship (UFC), and Wolfpak, the backpack brand, have announced a new multi-year marketing partnership.

The new deal designates Wolfpak as the official bag and backpack partner of the UFC, which will entail the backpack firm being integrated into broadcast features throughout the main card of select UFC Pay Per Views.

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As part of the deal, Wolfpak will also receive prominent brand placement inside the Octagon within all episodes of the live-fight series Dana White’s Contender Series, as well as the reality series The Ultimate Fighter.

UFC and Wolfpak will also collaborate on original content to be distributed through UFC’s digital and social channels.

Additionally, the two entities will collaborate on a variety of activations, including fan sweepstakes to win UFC VIP experiences, as well as undertaking a brand ambassador program involving appearances, content, and campaigns with prominent UFC athletes.

Robby Miller, vice president of UFC global partnerships, has said: “We’re thrilled to welcome Wolfpak as the first partner in this new category. We’re proud to use the power of the UFC brand to help them reach more customers and grow their business.”

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Wolfpak chief executive Michael Henderson added: "Wolfpak is thrilled to be the official bag and backpack partner for UFC.

“This partnership reflects our dedication to combat sports and our unwavering support for athletes chasing greatness in the Octagon. Teaming up with UFC, we’re excited to enhance the experience for both fans and fighters, delivering the best gear for training, competition, and peak performance."

Last week the UFC brought in water brand Drip Water as a new global partner from 2025.

Through a deal (understood to be four years in length initially, with an option for a fifth) announced on November 19, Drip will be showcased “within many of UFC’s biggest events and other high-profile assets starting in 2025.” It becomes UFC’s official water partner.