UFC, Reebok announce six-year partnership

LAS VEGAS, Dec. 2 (UPI) -- Reebok and UFC on Tuesday announced a partnership that would see revenue go directly to the organization's mixed-martial arts fighters.

UFC Chairman and Chief Executive Officer Lorenzo Fertitta said the deal would be the "biggest non-broadcast partnership that our company has ever signed."

It is expected to go into effect July 6.

Under the terms of the agreement Reebok will create new apparel lines, including Fight Week gear, a Fight Night kit as well as UFC fan apparel. These lines will be developed with help from UFC and its athletes, who will exclusively wear the apparel, a release from UFC said.

What makes this deal different from those Reebok has with the NFL, NBA and MLB is that most of the revenue generated from the arrangement will go directly to UFC athletes. A percentage of product sales will also go to Fight for Peace, a non-profit organization that focuses on boxing and martial arts, and education in communities affected by crime and violence.

"Pretty much everybody, the men and women that I've talked to, they're pretty excited about it," UFC President White said. "I really got no negative feedback whatsoever, from anybody."

"We're bringing our commercial growth -- the UFC brand and our athletes together -- so it's a win-win for all of us," Fertitta added. "It's going to help the fighters, because it is going to allow them focus more on their training and not have to run around to get some of these sponsors ... that aren't blue-chip, Fortune 500 companies."