Vechain, the logistics and sustainability-focused layer1 blockchain, have landed a multi-year marketing partnership deal worth about $100 million with the Ultimate Fighting Championship (UFC).
UFC is globally the most prominent promoter and organizer of MMA events. The five-year deal entails integrating Vechain across various UFC live events and social media. The blockchain brand’s logo will be displayed on UFC’s Octagon, apparel, and on-screen fighter rankings.
The two will also join forces to produce a plethora of original and custom content involving UFC athletes.
“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”Paul Asencio, Senior VP of global partnerships at UFC.
Sunny Lu, the co-founder and CEO of Vechain, called the deal “historic,” considering the massive audience of around 900 million in more than 150 countries that UFC brings to the table.
This isn’t the first time UFC is partnering with a blockchain firm. Previously it has teamed up with Dapper Labs, Socios, and Crypto.com. Last year, UFC signed its biggest deal in the web3 space with Crypto.com worth around $175 million, propelling the exchange to UFC’s preferred “Cryptocurrency Platform Partner.”