UFC®, the leading organization in mixed martial arts, and Atomic Brands, a prominent player in the canned cocktail industry, have declared a multi-year extension of their marketing collaboration in the United States, showcasing Monaco Cocktail's range of ready-to-drink (RTD) beverages at key UFC events, such as Pay-Per-Views, Fight Nights, and The Ultimate Fighter reality series.
Earlier this year, Monaco became the Official Hard Lemonade of UFC and the Official Canned Vodka Cocktail of UFC, gaining exposure in select Pay-Per-Views. Under the expanded partnership, Monaco Cocktails and other Atomic Brands products will be featured in all U.S.-held UFC events, encompassing Pay-Per-Views and Fight Nights. Moreover, Monaco is now recognized as the new Official Canned Cocktail of UFC, with brand placement including integrated broadcast features and prominent visibility inside the Octagon®. Monaco will also feature prominently in future seasons of The Ultimate Fighter.
Additionally, UFC and Monaco will continue their collaboration on original content distributed through UFC's popular digital and social channels, reaching over 243 million users globally.
"In a short time, we've seen tremendous response to our Monaco-branded integrations in our content and live events," said Grant Norris-Jones, UFC Senior Vice President, Global Partnerships. "We're committed to the long-term growth of the Ready-to-Drink category, as it's a great fit for our brand and targets the sweet spot of our young adult demographic. Atomic Brands, Monaco's parent company, is a fantastic partner to anchor the RTD category for us in the years to come. We look forward to introducing other brands from their ready-to-drink portfolio to our audience."
"We're enthusiastic about expanding our partnership with UFC and continuing to bring high energy to their fan base through our best-selling canned cocktails," said Don Deubler, CEO of Atomic Brands, parent company of Monaco Cocktails. "In addition to extending Monaco's presence beyond the vodka category, fans can anticipate seeing other ready-to-drink beverages from Atomic Brands' diverse portfolio. We're dedicated to providing UFC's community with fun and flavor through our lineup of bold, delicious canned cocktails that truly get the party going."
Established in 2012, Monaco Cocktails are real cocktails without malt, featuring real spirits for a crisper finish with a kick. With two shots in every can at 9% ABV, Monaco quickly became a favorite among consumers seeking high-energy moments.
Monaco Cocktails will once again activate its partnership with UFC during the highly anticipated UFC® 295: PROCHAZKA VS PEREIRA, taking place Sat., November 11 at Madison Square Garden in New York City. The event will feature two championship bouts, including a battle for the vacant UFC Light Heavyweight title between former champion Jiří Procházka and former UFC Middleweight Champion Alex Pereira in the main event, and a clash for the interim UFC Heavyweight title between Sergei Pavlovich and Tom Aspinall in the co-main event.
