Photo by Douglas P. DeFelice/Getty Images
The UFC names Venum as their replacement for Reebok.
This morning the UFC announced that they have signed an exclusive outfitting deal with apparel brand Venum.
UFC VENUM
— UFC Europe (@UFCEurope) July 10, 2020
Along with a tweet announcing the new deal, the UFC released a statement on their official website revealing more about the deal.
UFC, the world’s premier mixed martial arts organization, today announced that VENUM, the world’s leading designer, marketer, and distributor of combat sports apparel and accessories, will become UFC’s new exclusive global outfitting and apparel partner starting in 2021. The deal was brokered by IMG’s licensing business, which exclusively represents UFC.
UFC athletes will debut the new VENUM-designed UFC Fight Kits inside the Octagon in April 2021. To coincide with this debut, VENUM-designed apparel will be made available for sale at retail outlets around the world and online at UFCStore.com, UFCStore.eu, UFCStore.com.au and Venum.com.
The UFC’s statement also claimed that the promotion would “adjust the pay scale tied to its Promotional Guidelines Compliance program, which will result in across the board increases for all athletes effective April 2021.” However, no further information regarding compensation for athletes was announced.
The UFC announced its first exclusive outfitting deal, with Reebok, in 2014. Prior to that each fighter was permitted to secure their own sponsors for their fight gear and accompanying banners (so long as the sponsor could pay at least $50,000 to the UFC). The Reebok deal was worth an estimated $70 million for the promotion.
Along with the Reebok deal came a program where athletes were awarded a monetary bonus based on how many bouts they had had in the UFC. The deal also included fighters receiving a percentage of sales from their official fight kits. However, it has never been disclosed how much of a percentage that was or how much a fighter could expect to earn through fight kit sales.
Recently UFC bantamweight Sean O’Malley revealed he received $3,000 form Reebok after approximately $1 million in sales of merchandise associated with him.
Along with complaints from athletes over the loss of income that the Reebok deal represented, the deal was also mocked by fans of the sport—thanks to a number of high profile blunders (see ‘Giblert’).
The Reebok deal expires in March 2021. According to the UFC Reebok will continue to serve as the official footwear provider until the end of 2021.
In the UFC’s statement company president Dana White gave his thoughts on the landmark, and oft-maligned, Reebok deal. “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.”
Venum was founded in France in 2006. Since its inception Venum has produced apparel specifically designed for martial arts and combat sports.