The Ultimate Fighting Championship (UFC) has signed a deal with sustainability-focused blockchain foundation VeChain worth a reported US$100 million over an initial five years.
According to Sports Business Journal (SBJ), the contract length is a minimum term and means UFC’s sponsorship revenue is up 30 per cent this year on the record set in 2021.
VeChain gains designation as the UFC’s layer one blockchain partner, with the brand securing physical inventory in the octagon, as well as other arena signage, and integration across the mixed martial arts (MMA) promotion’s digital channels.
In addition, VeChain will become the title partner of UFC’s official rankings and feature in original content with the promotion’s roster of fighters.
The sponsorship, which kicks in for the upcoming fight between Glover Teixeira and Jiri Prochazka on 11th June at the Singapore Indoor Stadium, is the latest deal in the Web 3.0 space for UFC. The IMG-owned series also has partnerships with Crypto.com...
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