The UFC announced a landmark six-year partnership with Reebok today which will dramatically change the landscape of sponsorship in MMA.
From July 6, 2015, the UFC will introduce mandatory uniforms for all fighters on their roster. This will mean all fighters under the UFC banner will have to wear kits produced exclusively by Reebok.
Zuffa co-founder Lorenzo Fertitta explained the details of the sponsorship deal at the UFC’s Reebok announcement press conference.
We’re continuing to do things and implement things to elevate the level of the sport, and really take it in a place where other major sports leagues are. So the way that this outfitting policy will work is that it will allow for each of the fighters’ individuality, but also will provide a unique, iconic and consistent look for all the athletes, obviously very different from where the sport has been in the past, where it is essentially, for lack of a better word, a bit of a mish-mash with various different sponsors, different looks, brands, and styles.
Big news, we're stepping into the octagon! We're partnering with @UFC providing athletes with the best gear for training & for fight night!
— Reebok (@Reebok) December 2, 2014
Fertitta added that “the vast majority, if not all, of the revenues” from the deal will be redistributed to the fighters on the UFC’s payroll. The amount of income fighters earn from sponsorship will be dependent on their ranking the day of weigh-ins prior to their fight. Champions will earn the most money, followed by fighters ranked No. 1 to No. 5 in their division, then No. 6 to No. 10 etc.
Fertitta explained that each fighter will have their own personalized kit, and that in addition to a flat sponsorship income, they will also receive 20 per cent from sales of their individualized kits.
Athletes will still be allowed to have other non-UFC sponsors. However, they will not be allowed to display said sponsors for any UFC events such as open workouts, media days, press conferences, weigh-ins, and fight nights. This means an end to the tradition of the in-cage banner too.
Welcome to the future! UFC / Reebok Launching International Fight Week July 2015 @UFCStore @Reebok #WhatDoYouFightFor pic.twitter.com/UvZKNHSsfq
— danawhite (@danawhite) December 2, 2014
Dana White revealed that the deal would ultimately benefit UFC fighters of all levels.
You guys have seen it when we’ve had press conferences before and fighters are upset about sponsors, guys are walking in wearing UFC clothes because they don’t want to haggle with the sponsors anymore.
Whether you’re at the top of the heap, or you’re at the bottom, you know every time you step in there, you’re getting paid. You have a sponsorship, you’re getting paid every time you get in. And it’s more incentive to get bigger and get better.
Fertitta explained that uniforms will come in several colors and styles and will be available for the public to buy. They are expected to introduce sponsored shorts, vale tudo shorts, and skirt-shorts or “skorts”, all designed by Reebok.
The deal has increased the importance of the much-maligned UFC ranking system, since the fighters’ sponsorship will be linked to their ranking. Currently, a panel of MMA journalists decide on the fighter rankings. It is unknown whether this system will be altered because of the new deal with Reebok.
Hat-tip to MMA Fighting
