How Monster Energy’s UFC Deal Highlights the Future of Combat Sports Sponsorships

From ‘Human Cockfighting’ to a $13B global force, the UFC’s rise was fueled by relentless marketing, cultural relevance, and one powerhouse brand that never left its corner—Monster Energy. Since 2014, Monster has transformed from a logo in the Octagon to one of the UFC’s most recognizable partners, influencing not just sponsorship trends, but the very way combat sports attract top-tier brands.
Once deemed ‘too violent’ for mainstream brands, UFC struggled for corporate backing. But its turnaround wasn’t just about popularity—it was strategic. Under Dana White’s leadership, the organization built a sponsorship machine that transformed UFC from a niche spectacle to a premium brand magnet. Today, sponsorships are a core revenue driver. The numbers speak for themselves:
UFC is currently valued at $12B, per a report on BetMGM, with over 13% of its annual revenue coming from sponsorship.
In 2023, UFC’s sponsorship revenue hit $196M – an 18% Y-O-Y increase from 2022.
Crypto.com signed a $175M sponsorship agreement with UFC for ten years.
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While Reebok helped unify UFC’s brand identity with fighter uniforms, Monster Energy took UFC sponsorship to another level. Their partnership didn’t just bring in dollars—it put Monster’s logo at the heart of the action, making it a visual staple of UFC fights. Today, Monster reportedly pays $9M-$10M annually for that prime real estate, cementing its place as the sport’s most recognizable sponsor.
But the partnership with Monster set the UFC up for a different trajectory. The first deal back in 2014, was reported to be $7M. Since then, the iconic Monster logo at the center of the octagon canvas has become a staple – apparently the brand now pays UFC somewhere between $9M-$10M a year for that privilege, per the Athletic.
For the third time, these two brands shook hands on a multi-million dollar deal. “When you think of UFC, you think of Monster. Monster is passionate about this sport, and they love the UFC brand. We appreciate their continued support and look forward to all of the incredible events we’ll put on together in the years ahead,” said Dana White.
UFC’s worldwide distribution brings Monster Energy to 1.1B TV households across 160 countries and in 40 different languages. Quite understandable, that UFC from being a pariah in the 90s has now become a hotshot among top brands. Yet, its sponsorship structure is markedly different from other giants namely NFL, NBA, or F1. Does that negatively impact UFC’s sponsorship? Quite the contrary.
How UFC sponsorships differ from the NFL, NBA, or F1 ,
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Unlike the NFL, NBA, or F1—where teams handle their own sponsorships—UFC operates as a single-entity sponsorship machine. That means Monster Energy isn’t just sponsoring a team or an event—it’s branding itself across every UFC fight, broadcast, and arena. The Monster Energy – UFC partnership will allow the former the canvas placement of the logo at Dana White’s Contender Series, the groundbreaking reality series, The Ultimate Fighter, and Road to UFC, the tournament for Asia’s top MMA prospects.
The result? Unparalleled brand visibility in a sport with die-hard global fans.
But as Monster’s continued partnership with UFC shows, for sponsors that’s not causing any headache. If anything, more beverage brands are following suit. In January 2024, AB InBev became (once again) the official beer sponsor for UFC. Before this, the US-Belgian brand had a stint with UFC from 2008 to 2017. It was till the Monster Energy renewal the most lucrative deal in UFC history.
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Last April, when UFC headed for its flagship Vegas stop, it did so with 46 brands – 11 of them were signed in the first four months of 2024. Alcoholic beverages dominated UFC’s roster – Bud Light (Anheuser-Busch InBev), Howler Head banana-flavored bourbon, Jose Cuervo tequila, Monaco RTD vodka canned cocktails, etc.
Monster Energy isn’t just renewing its UFC deal—it’s setting the standard for how brands should invest in combat sports. With energy drink sponsorships surging across boxing, MMA, and influencer fights, we could be witnessing the next major shake-up in sports marketing. Could Monster’s presence in the Octagon lead to an even bigger play—perhaps a full-scale expansion into the WWE or an exclusive fighter endorsement model? One thing is clear: the fight for combat sports dominance is just beginning.