UFC, the world’s premier mixed martial arts organization and Modelo Especial, the nation’s fastest growing imported beer1, today announced a new multi-year marketing partnership that establishes Modelo as the “Official Beer and Malt Beverage” sponsor of UFC in the United States.
“Modelo is an amazing brand that shares UFC’s unmatched commitment to its fan base,” UFC President Dana White said. “I love Modelo and we’re already talking about doing a lot of exciting things together.”
“Uniting the passionate fans of UFC with Modelo, a brand that stands for the fighting spirit is an ultimate win for our consumers and our company,” said Ann Legan, Vice President of Marketing for Casa Modelo with Constellation Brands Beer Division. “With both UFC and Modelo driving unprecedented growth for our respective industries, this partnership is a game-changer for Modelo and we look forward to creating new experiences for fans.”
For the past five years Modelo has been the #1 growth leader in the U.S. beer industry and has posted double-digit growth for 32 years.
As part of this expansive, multi-million dollar partnership that begins in 2018, Modelo will be the presenting sponsor for select UFC Pay-Per-View events and VIP Experiences based in the U.S., along with signage and branding inside UFC’s world-famous Octagon®. Modelo will also feature UFC athletes and personalities in advertising.
In addition to in-venue programming exposure via multimedia platforms, retail point-of-sale, live-viewing parties at select UFC events and a national sweepstakes campaign, Modelo will also have a presence during live-event broadcasts and on UFC.com, as well as being integrated across multiple UFC-based social and digital platforms. UFC and Modelo will also work together to create unique and engaging content to inspire their fans.
1Per BMI shipment data 2014-2016
UFC® is a premium global sports brand and the largest Pay-Per-View event provider in the world. Acquired in 2016 by global sports, entertainment and fashion leader, Endeavor, together with strategic partners Silver Lake Partners and KKR, UFC is headquartered in Las Vegas with a network of employees around the world. UFC produces more than 40 live events annually that consistently sell out some of the most prestigious arenas around the globe, while programming is broadcast in over 163 countries and territories to more than 1.1 billion TV households worldwide in 35 different languages. UFC FIGHT PASS®, a digital subscription service, delivers exclusive live events, thousands of fights on-demand and original content to fans around the world. For more information, visit UFC.com and follow UFC at Facebook.com/UFC, Twitter, Snapchat and Instagram: @UFC.
Born in 1925 in the small town of Tacuba, Mexico, Modelo has been brewing distinctive high-quality beer ever since, including Modelo Especial®, Modelo Negra™, Modelo Chelada Especial™ and most recently, Modelo Chelada Tamarindo Picante™. Modelo Especial is a golden, full-flavored Pilsner-style Lager with a clean, crisp finish whose original recipe was first brewed under the vision to create a ‘model’ beer. As the beer with the fighting spirit, Modelo Especial has fought its way to become the #2 imported beer in the U.S.
Modelo Negra is a Munich Dunkel-style Lager brewed with slow-roasted caramel malts for a rich, smooth taste. The medium-body and unique flavor profile of Modelo Negra lends itself perfectly to pair well with food. Modelo Chelada Especial is a michelada-style beer made with the refreshing flavors of tomato, salt and lime. Made with authentic ingredients, Modelo Chelada Especial delivers the real michelada experience in a ready-to-drink package. In 2017, a new flavor was introduced, Modelo Chelada Tamarindo Picante, a tomato-based michelada-style beer with the unique and authentic flavor combination of sweet tamarind and spicy chipotle peppers. The Modelo family of beers are exclusively brewed, imported and marketed for the U.S. by Constellations Brands.
About Constellation Brands
Constellation Brands (NYSE: STZ and STZ.B), a Fortune 500® company, is a leading international producer and marketer of beer, wine and spirits with operations in the U.S., Mexico, New Zealand, Italy and Canada. Constellation is the No. 3 beer company in the U.S. with high-end, iconic imported brands such as Corona Extra, Corona Light, Modelo Especial, Modelo Negra and Pacifico. The company’s beer portfolio also includes Ballast Point, one of the most awarded craft brewers in the U.S. In addition, Constellation is the world leader in premium wine, selling great brands that people love, including Robert Mondavi, Clos du Bois, Kim Crawford, Meiomi, Mark West, Franciscan Estate, Ruffino and The Prisoner. The company’s premium spirits brands include SVEDKA Vodka, Casa Noble Tequila and High West Whiskey. Based in Victor, N.Y., the company believes that industry leadership involves a commitment to brand building, our trade partners, the environment, our investors and to consumers around the world who choose our products when celebrating big moments or enjoying quiet ones. Founded in 1945, Constellation has grown to become a significant player in the beverage alcohol industry with more than 100 brands in its portfolio; about 40 wineries, breweries and distilleries; and approximately 9,000 talented employees. We express our company vision: to elevate life with every glass raised. To learn more, follow us on Twitter @cbrands and visit www.cbrands.com.