Ultimate Fighting Championship (UFC)

The Ultimate Fighting Championship has extended its partnership with Modelo, which was designated the mixed martial arts organization's official beer in 2018

Company officials still present highly optimistic view, point to efforts in emerging areas such as betting, NFTs, ticketing

The Ultimate Fighting Championship has extended its global partnership with Monster Energy, which will remain designated the official energy drink of the mixed martial arts promotion

Tequila brand Jose Cuervo has signed a three-year sponsorship with mixed martial arts organisation UFC

Cryptocurrency platform Crypto.com has made its latest major move in the sports sponsorship market after signing a long-term deal with the Ultimate Fighting Championship mixed martial arts promotion. Crypto

The Ultimate Fighting Championship has signed a multifaceted partnership with electric vehicle technology company Battle Motors, which has been designated the organization's official light duty truck as…

In the latest webinar from SportBusiness, our panel of experts from the Ultimate Fighting Championship, International Hockey Federation, WePlay and Agora discuss the innovations, marketing techniques and pricing strategies that will encourage modern fans to pay for sports content

Newly public company reverses big pandemic-fueled loss to small net gain

The Ultimate Fighting Championship has set what is said to be a first for the sports industry by agreeing a deal with technology start-up Fabacus to launch a global consumer rewards programme for fans…

Sportswear giant Adidas announced plans in spring to divest itself of its Reebok subsidiary. Reebok president Matt O'Toole explains why a sale is in the smaller brand's interests and why he believes sports sponsorship remains an important part of its marketing strategy.

Endeavor’s initial public offering will generate funds to provide “flexibility” over how the business is run, pay down debt and enable further acquisitions, according to Mark Shapiro, president at the s…

Updated prospectus details new company valuation of more than $10bn

The Ultimate Fighting Championship has opened up a new sponsorship category after agreeing a multi-year deal with Howler Head Whiskey

Buyout of shares it doesn't already own key part of revived plan to go public

China is a top priority for MMA's Ultimate Fighting Championship in terms of international expansion. SportBusiness speaks to Kevin Chang, the UFC’s senior vice-president, Asia-Pacific, about how the promotion aims to succeed in the region.

SportBusiness Asia editor Kevin McCullagh says risks abound for international sports properties in China in 2021, but the UFC’s trend-bucking media-rights deal with Migu has underlined some best practice.

The Ultimate Fighting Championship has announced that UFC 261 on April 24 in Jacksonville, Florida, will not have a limit on fan attendance