VeChain (VET) has made several high-profile partnerships with major companies, such as Walmart Stores, Inc. (NYSE: WMT), Bayer, BYD Auto, BMW, LVMH, and more. The real-world blockchain application pioneer can now add Endeavor Group’s (NYSE: EDR) Ultimate Fighting Championship (UFC) to that prestigious list of partnerships.
In a Medium post from the official VeChain Foundation account, the blockchain company announced that it has entered into a multi-year marketing partnership with the UFC to serve as its first-layer 1 blockchain partner. As a result, VeChain will receive some of the most expansive integration into UFC assets than any other sponsor previously. The minimum five-year deal is estimated to be worth around $100 million, according to Sports Business Journal.
VeChain to Hold Branded Presence Inside Iconic Octagon at UFC’s 42 Annual Events and 10 Events with the Dana White Contender Series
As the UFC’s official layer 1 blockchain partner, VeChain will become a familiar brand across UFC assets. The blockchain application company will own the UFC’s official fighter rankings titleship, which will be called “UFC Rankings Powered by VeChain.” This provides direct visibility across the UFC’s broadcasts pay-per-view and social media footprint.
VeChain will have a strong in-venue promotion at all UFC events as well, which will be highlighted with frequent, dynamic branding on the UFC Fight Deck, the new LED decking displays that are placed around the Octagon that provide lighting effects, graphics, videos, animations and more.
The two entities will also team up and collaborate on original content initiatives featuring UFC athletes. VeChain will offer an annual Brand Ambassador fund, which will provide UFC athletes with paid marketing opportunities.
VeChain-branded assets will launch this Saturday, June 11, 2022, during UFC 275: Teixeira vs. Prochazka at the Singapore Indoor Stadium. The pay-per-view event will provide strong exposure for VeChain across Southeast Asia and to fight fans watching around the world.
“VeChain is a globally recognized leader in blockchain technology, and we couldn’t be happier to welcome them as an Official Marketing Partner of UFC,” said Paul Asencio, UFC Senior Vice President of Global Partnerships. “VeChain’s expertise in using real-world blockchain applications to help the public and private sector achieve their carbon-neutral goals is an effort we are proud to support. We’re looking forward to working with VeChain to leverage UFC’s worldwide popularity to promote a positive message that blockchain technology can be used to protect our environment for future generations.”
VeChain Deal Comes Under a Year Since the UFC’s Crypto.com Deal
The VeChain partnership is not the UFC’s first foray into the crypto world. In July 2021, the UFC entered into a $175 million partnership with Crypto.com, marking the mixed martial arts league’s largest sponsorship ever. Crypto.com became the UFC’s first-ever global fight kit partner, which embroiders the crypto brokerage’s logo onto the uniform of every UFC fighter. In addition, Crypto.com has a prominent presence as a sponsor in the world-famous Octagon.
In April 2022, the UFC and Crypto.com rolled out a new feature: paying UFC fighters Bitcoin bonuses. During pay-per-view events, the crypto platform awards first, second and third-place fighters with $30,000, $20,000, and $10,000 worth of Bitcoin, respectively. The two brands are also working on a new “Fan Bonus of the Night” program, where fans will be able to vote for their preferred fighters based on results from that event.
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