Venum and the UFC Partnership: Redefining MMA Branding
The year 2021 saw the world emerging from the dark times of the COVID epidemic. The brighter light that followed was the fact that people could begin to gather for the sporting event known as UFC! In the same year, Venum sought to capitalize on the signed terms from the 2020 partnership with the giant fight club through promotional advertising. Through this promotional partnership, a multi-year deal was signed and lasts until 2029. In this deal, UFC fighters are equipped with fighting apparel from their hands to their shorts in Venum-branded apparel and materials. Needless to say, it has been at the forefront of every fan's eyes, in case they haven’t caught on to who is supplying their favorite fighters with custom fits and striking gear.
Islam Makhachev and Merab Dvalishvili took full advantage of this option and received custom shorts before they took to defend their respective titles at UFC 311 this past year. The trend continued even further with Merab wearing Venum shorts at UFC 323. The value of this for fighters is that they receive royalties amounting to certain percentages when their likeness is sold to receptive fans. This partnership is estimated to be worth millions for the UFC as they will receive substantial funds while promoting this niche-specific apparel and gear. Overall, it is a win-win situation for the combat sports apparel and equipment company, the UFC, and its fighters. Also, the notable emblem has become synonymous with the brand of UFC due to this synergistic relationship.
In the past, Reebok was the official supplier of UFC apparel and gear. However, once Venum sunk its teeth and bared its fists to fight for the exclusive partnership, Reebok hasn’t promoted with UFC since. It has led to some interesting designs, such as the red-and-white shorts of Dvalishvili during UFC 311 being imprinted with a Georgian phrase directly on them. A phrase that, when interpreted into English, means, “A glorious death is better than a miserable life.” This attention to detail is what makes the company unique and as versatile as the fighters it clothes. Hopefully, fans see more unique designs like this and the company, like UFC fighters, grows as the years progress.
