UFC® AND HPNOTIQ ANNOUNCE MULTIYEAR MARKETING PARTNERSHIP
UFC (TKO) has announced a multiyear marketing partnership with Hpnotiq, making the blue liqueur brand an Official Partner of UFC. The partnership will feature Hpnotiq's brand placement inside the Octagon at all UFC Fight Nights in the United States, reaching over 700 million fans in 170 countries and approximately 950 million households.
The collaboration includes digital content distribution through UFC's channels, reaching over 300 million users worldwide, and will feature a custom social series called 'Iconiq Moments'. The partnership will debut at UFC Fight Night: Sandhagen vs. Figueiredo in Des Moines on May 3, 2025.
UFC (TKO) ha annunciato una partnership di marketing pluriennale con Hpnotiq, rendendo il marchio di liquore blu un Partner Ufficiale di UFC. La collaborazione prevede la presenza del marchio Hpnotiq all'interno dell'Octagon in tutte le UFC Fight Nights negli Stati Uniti, raggiungendo oltre 700 milioni di fan in 170 paesi e circa 950 milioni di famiglie.
La collaborazione include la distribuzione di contenuti digitali attraverso i canali UFC, raggiungendo oltre 300 milioni di utenti in tutto il mondo, e presenterà una serie social personalizzata chiamata 'Iconiq Moments'. La partnership debutterà all'UFC Fight Night: Sandhagen vs. Figueiredo a Des Moines il 3 maggio 2025.
UFC (TKO) ha anunciado una asociación de marketing multianual con Hpnotiq, convirtiendo a la marca de licor azul en un Socio Oficial de UFC. La colaboración incluirá la ubicación de la marca Hpnotiq dentro del Octágono en todas las UFC Fight Nights en Estados Unidos, llegando a más de 700 millones de fans en 170 países y aproximadamente 950 millones de hogares.
La colaboración también incluye la distribución de contenido digital a través de los canales de UFC, alcanzando a más de 300 millones de usuarios en todo el mundo, y contará con una serie social personalizada llamada 'Iconiq Moments'. La asociación debutará en UFC Fight Night: Sandhagen vs. Figueiredo en Des Moines el 3 de mayo de 2025.
UFC (TKO)는 Hpnotiq와 다년간 마케팅 파트너십을 발표하며, 이 블루 리큐어 브랜드를 UFC의 공식 파트너로 지정했습니다. 이 파트너십은 미국 내 모든 UFC Fight Nights에서 옥타곤 내 Hpnotiq 브랜드 노출을 포함하며, 170개국 7억 명 이상의 팬과 약 9억 5천만 가구에 도달할 예정입니다.
또한 UFC 채널을 통한 디지털 콘텐츠 배포를 포함하며, 전 세계 3억 명 이상의 사용자에게 도달하고, 'Iconiq Moments'라는 맞춤형 소셜 시리즈도 선보일 예정입니다. 이 파트너십은 2025년 5월 3일 데모인에서 열리는 UFC Fight Night: Sandhagen 대 Figueiredo 경기에서 첫 선을 보입니다.
UFC (TKO) a annoncé un partenariat marketing pluriannuel avec Hpnotiq, faisant de la marque de liqueur bleue un partenaire officiel de l'UFC. Ce partenariat comprendra la présence de la marque Hpnotiq dans l'Octogone lors de toutes les UFC Fight Nights aux États-Unis, atteignant plus de 700 millions de fans dans 170 pays et environ 950 millions de foyers.
La collaboration inclut également la diffusion de contenu digital via les chaînes de l'UFC, touchant plus de 300 millions d'utilisateurs dans le monde, et proposera une série sociale personnalisée intitulée 'Iconiq Moments'. Le partenariat fera ses débuts lors de l'UFC Fight Night : Sandhagen vs. Figueiredo à Des Moines le 3 mai 2025.
UFC (TKO) hat eine mehrjährige Marketingpartnerschaft mit Hpnotiq angekündigt und macht die blaue Likörmarke zum offiziellen Partner der UFC. Die Partnerschaft umfasst die Markenplatzierung von Hpnotiq im Octagon bei allen UFC Fight Nights in den USA und erreicht über 700 Millionen Fans in 170 Ländern sowie etwa 950 Millionen Haushalte.
Die Zusammenarbeit beinhaltet auch die Verbreitung digitaler Inhalte über die UFC-Kanäle, die über 300 Millionen Nutzer weltweit erreichen, und wird eine maßgeschneiderte Social-Media-Serie namens 'Iconiq Moments' umfassen. Die Partnerschaft wird ihr Debüt bei UFC Fight Night: Sandhagen vs. Figueiredo in Des Moines am 3. Mai 2025 geben.
- Expanded brand visibility through UFC's massive global reach of 700M+ fans
- Access to UFC's substantial digital audience of 300M+ users for content distribution
- Strategic placement in all US Fight Night events, enhancing brand exposure
- None.
Insights
UFC's partnership with Hpnotiq adds a revenue stream through Fight Night activations, targeting younger demographics with strategic brand visibility.
This multiyear marketing partnership between UFC and Hpnotiq represents a strategic expansion of UFC's sponsorship portfolio with a clear demographic target. The deal specifically focuses on all UFC Fight Nights in the United States, which typically generate lower revenue than numbered Pay-Per-View events but occur more frequently throughout the year.
The partnership includes Octagon placement at all US Fight Nights, providing Hpnotiq with exposure to UFC's claimed audience of 700 million fans across 170 countries and 950 million households. From a revenue perspective, this deal helps diversify UFC's sponsorship income beyond its primary partnerships with brands like Monster Energy and Modelo.
What's particularly notable is the demographic alignment - Hpnotiq is explicitly targeting millennials and Gen Z with its nostalgic 2000s appeal, which complements UFC's younger-skewing audience profile. The partnership includes digital content creation through a custom social series called 'Iconiq Moments,' leveraging UFC's 300 million social media users to extend the partnership beyond event broadcasts.
For TKO Group Holdings, this represents one of several new partnership announcements following the 2023 merger between UFC and WWE. While financial terms weren't disclosed, mid-tier UFC sponsorships typically generate low to mid seven-figure annual revenue, making this a modest but meaningful addition to UFC's diversified revenue streams that span media rights, sponsorships, live events, and consumer products.
Under the new agreement, Hpnotiq will become an Official Partner of UFC and will strategically activate its brand within a selection of UFC events in
"Hpnotiq is a bold, heritage brand with fresh energy — perfectly aligned with UFC's role at the center of sport and culture," said Robby Miller, Vice President, UFC Global Partnerships. "Together, we'll create moments that move beyond the Octagon and into the fabric of fan experience, lifestyle, and celebration."
"Hpnotiq has always been about bold flavor, unforgettable moments, and bringing people together—and there's no better stage for that than the UFC," said Noah Winterer, Vice President and Director of Clear Spirits at Heaven Hill Brands which owns Hpnotiq. "This partnership is more than just visibility—it's about creating epic experiences for a new generation of fans. From the Octagon to the afterparty, Hpnotiq is here to celebrate every Iconiq moment."
Branded Entitlements and Activations
As an Official Partner of UFC, Hpnotiq will receive prominent brand placement inside the world-famous Octagon® at all UFC Fight Nights in
Beyond the Octagon, UFC and Hpnotiq will collaborate to creatively engage with fans through original content that will be distributed via UFC's popular digital and social channels that reach more than 300 million users worldwide, including a custom social series entitled 'Iconiq Moments' in which UFC athletes review some of the most seminal highlights and moments from their careers.
Hpnotiq will first activate the partnership at UFC® FIGHT NIGHT: SANDHAGEN vs. FIGUEIREDO, UFC's first-ever event in
About UFC®
UFC® is the world's premier mixed martial arts organization (MMA), with more than 700 million fans and approximately 300 million social media followers. The organization produces more than 40 live events annually in some of the most prestigious arenas around the world while broadcasting to over 975 million households across more than 170 countries. UFC's athlete roster features the world's best MMA athletes representing more than 80 countries. The organization's digital offerings include UFC FIGHT PASS®, one of the world's leading streaming services for combat sports. UFC is part of TKO Group Holdings (NYSE: TKO) and is headquartered in
About Hpnotiq
Hpnotiq (www.hpnotiq.com) is a refreshing blend of natural exotic fruit juices, premium vodka, and a touch of cognac. This perfect fusion, along with its aqua blue color and incredible mixability, made Hpnotiq one of the fastest growing products in the history of the distilled spirits industry. Today the brand is a staple in retail stores, bars, and restaurants across the country. Marketed and Distributed by Heaven Hill Brands, Hpnotiq is an integral part of a family of spirits that have stood for quality since 1935.
Press Contacts:
UFC
Stephanie Santos
ssantos@ufc.com
Heaven Hill Brands
Kaitlynn West
kwest@heavenhill.com
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SOURCE Heaven Hill Brands
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