The UFC-Reebok partnership will officially be over at the end of March 2021.
For months now, it has been widely reported that the Reebok deal is over at the end of the year and the two sides would not renew. Many thought the promotion would go with a company like Nike or Addidas, but on Wednesday, it was announced the UFC and Venum have agreed on an exclusive partnership.
“We’re pumped that VENUM will be joining us as our new exclusive global outfitting and apparel partner,” said UFC President Dana White in a statement. “VENUM is an Iconic combat sports brand that understands the unique needs of MMA athletes. Franck Dupuis and his team at VENUM have the technical knowledge and experience that will produce world-class UFC Fight Kits and apparel. We’re looking forward to collaborating with them on this next evolution of UFC’s outfitting program.”
“Joining UFC as their official outfitting and apparel partner means a great deal to the VENUM team,” said Franck Dupuis, VENUM Founder and CEO. “VENUM is a brand that has grown alongside the sport of MMA as it has exploded in popularity around the world. We are both proud and grateful, as this agreement signifies the success of our journey over the past fifteen years. At VENUM, we are ecstatic to write the next chapter in our history.”
The Reebok deal was extended to the end of March to give Venum more time to create the fighter kits. Reebok will stay on as the footwear partner of the UFC until 2021.
“We appreciate the partnership with Reebok over the past six years. It was a groundbreaking deal that elevated both of our brands. We’re pleased that Reebok will continue with us as the official footwear provider of UFC through 2021,” White said.
The statement also adds that the fighters will receive more money from the Venum partnership. How much more that will be is uncertain at this time.
Venum and the UFC also did not reveal a picture of what the fight kits might look like.
Cole Shelton covers MMA for BJPenn.com, MMANews, and MyMMANews.com while also being the lead MMA odds writer for Sports Betting Dime