Reebok is expanding its fitness focus by stepping into the Octagon under a six-year deal as the new exclusive outfitter of the Ultimate Fighting Championship mixed martial arts organization.
The Canton athletic brand also will be the official clothing provider for fans of the 21-year-old UFC and will develop a new line of training gear for the 35 million people worldwide who use MMA, boxing and kickboxing in their exercise regimes.
"It's a very significant commitment, and we think it will generate significant commercial opportunity," said Reebok president Matt O'Toole, who declined to put a dollar figure on the deal. "It's one of the few sports that's popular in every continent, and its viewership numbers keep climbing — similar to ... the NBA or other sports leagues."
The alliance is the biggest non-broadcast deal signed by the Las Vegas-based UFC and will further professionalize the sport, chairman and CEO Lorenzo Fertitta said. "Working with another global brand with such a strong history in training and fitness will deliver long-term value for UFC athletes and their brands by elevating and further professionalizing the events and the sport," he said in a statement.
UFC athletes will be required to wear Reebok gear at all official UFC events starting in July and will no longer be permitted to exhibit other sponsors' logos during them. In turn, the UFC will compensate them based on their rankings during event weigh-ins.
Reebok currently sponsors UFC welterweight champion Johny Hendricks and lightweight champion Anthony Pettis and expects to add more UFC fighters to its roster.
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