COSTA MESA, Calif. — The Ultimate Fighting Championship (UFC) and Toyo Tire U.S.A. Corp. are continuing their partnership with a multi-year extension of their 18-year-old relationship.
The new agreement will provide Toyo with exposure at every UFC event held in the U.S., including integrated broadcast features and high visibility branding inside the mixed-martial arts' (MMA) signature Octagon cage.
The parties did not disclose the length of the extension nor its value.
The UFC and Toyo will continue to collaborate on original content that will be distributed through UFC's digital and social channels, which reach more than 243 million users worldwide, according to Toyo.
"Toyo Tires is one of the best partners we've had," UFC CEO Dana White said. "Toyo believed in us long before anyone else did. They have supported this sport and our fighters for nearly 20 years."
Toyo struck its first sponsorship deal with the UFC in 2006.
"Toyo is an incredible product and a terrific brand, and we're proud to continue our partnership with them for many years to come."
Stan Chen, senior manager, events, sponsorships and motorsports at Toyo Tire U.S.A., added: "Becoming the longest-standing current partner of the UFC is something we are extremely proud of at Toyo Tires," said
"We greatly value UFC as a long-term partner, giving our brand unrivaled exposure to their ever-expanding audience base and we are looking forward to more exciting years ahead."
MMA is described as a full-contact combat sport that allows a wide variety of fighting techniques and skills from a mixture of other combat sports to be used in competition. The rules allow usage of both striking and grappling techniques while standing and on the ground. Toyo said it leverages the partnership through promotions, athlete appearances and sponsorships. UFC athletes affiliated with Toyo Tires include Brian Ortega, Dominick Cruz, Yair Rodriguez and Maycee Barber.
The UFC produces more than 40 live events annually in arenas around the world while broadcasting to over 900 million TV households across more than 170 countries.