UFC today announced a new integrated marketing partnership with Motel 6, the leading economy lodging provider with more than 1,430 owned and franchised hotels across the United States and Canada.
Under the terms of the agreement, the chain becomes UFC’s first-ever “Official Economy Lodging Partner,” creating a new sponsorship category for the MMA promotion.
“We’re excited to join with Motel 6 to create a new partnership category for UFC,” said Paul Asencio, UFC Senior Vice President, Global Partnerships. “This new agreement strengthens our relationship with Motel 6 and allows our respective brands to work together to grow our customers in key markets.”
The two businesses have partnered on several UFC events since November 2017.
“Elevating our partnership with the UFC will enhance the visibility of the Motel 6 brand across a diverse, multi-channel sports platform,” said Lance Miceli, Chief Revenue Officer at G6 Hospitality, owner and franchisor of the Motel 6 and Studio 6 brands. “We’re excited for the activation opportunities to increase engagement among our guest population and UFC’s substantial fan base.”
Additional partnership activations will include in-venue commercials, branded integrations in select UFC Pay-Per-beViews and collaborations on digital and social media campaigns. There will also have a branded presence at several UFC Fan Experience activations in the U.S.