At last, the time is finally now.
After months of speculation and at least one high-profile delay, the UFC and Reebok held a joint press conference on Tuesday to announce a partnership deal to outfit the fight company’s roster of fighters inside the cage and at UFC events for the next six years.
So as of this week, at least the organization’s new hashtag isn’t so ironic anymore.
The deal means the end of independent sponsorship deals in the UFC as we know them. UFC co-owners Dana White and Lorenzo Fertitta appeared alongside Reebok president Matt O’Toole at the event, proclaiming a new day for both companies.
The rest of the details are still a little bit foggy. As speculation continues to run rampant online, Bleacher Report lead writers Chad Dundas and Jonathan Snowden break down the pros and cons as they see them.