Ring Of Sports Marketing


Monster Energy Renews Sponsorship With Bellator MMA

Monster Energy has renewed a partnership with Bellator MMA to remain the official energy drink of Bellator.  

The biggest proclamation that Monster has made with Bellator, and the UFC, is the ability to put the Monster “M” in the middle of the octagon.  There are also other forms of activation and promoting other programs sponsored by Monster called the “Monster Energy Cup.”

Monster also sponsors Bellator athletes Phil Davis, Quinton Jackson, Joe Schilling, Michael Chandler, Joey Beltran, and Brennan Ward.

From the press release:

Monster will continue to own highly visible inventory inside the Bellator cage and sponsor concourse activations during events as well as additional off-site promotional activations. To complement the live event experience, Monster and Bellator will look to engage in a multi-faceted activation plan intended to build customer loyalty and drive tune-in of the Bellator broadcasts on Spike. The sponsorship extension will also see Bellator MMA continue to put on fights during the “Monster Energy Cup” – an event that showcases the world’s top supercross riders in a head to-head battle for the coveted “Monster Energy Cup” award and the chance to win one million dollars.

“Monster Energy is the ultimate lifestyle brand that puts its fans first – which aligns perfectly with our philosophy at Bellator,” said Bellator President Scott Coker. “They are an ideal partner and we look forward to continuing to link our high-energy action-packed events with their world-class product.”

In 2015, Monster Energy signed a multi-year agreement to be the official energy drink sponsor of the UFC, which was valued at $7 million.  Monster Energy also sponsors Ronda Rousey, Conor McGregor, Anthony Pettis, and Johny Hendricks.

Ringside Analysis:

Monster Energy is all in on MMA by buying the energy drink category in the two biggest MMA companies.  With television and sports being so segmented it has never been more important for companies to pick their most dedicated target market and to buy as much marketing placement and promotions possible.  For example, Dr. Pepper and Chik-Fil-A are fully committed to college football by buying advertising slots and brand activation on tv programming.  In the NBA, Kia has taken the official sponsorship for beverage and in doing so have placed their cars in the NBA Dunk contest, buying advertising spots during games and other tv programming, and sponsoring athletes as well as including them in Kia commercials.

Also of note, Bellator President Scott Coker emphasized that, like Monster, Bellator puts the consumer and athletes first, which is why Bellator still allows fighters in their program to get their own sponsors for their fight apparel.

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