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UFC Sells Branding Rights to Fighters’ Uniforms, Partners with

The UFC on Wednesday morning announced a partnership with as the promotion’s “official fight kit partner.” The cryptocurrency platform will have its logo on all fighter walkout and in-cage gear.

The multiyear agreement will give a brand presence on fight kit items used throughout UFC including apparel (shorts, top bras, walk-out hoodies) worn by athletes during competition, and clothing worn by the training staff. In addition, will also own the rights to UFC’s newly created “Cryptocurrency Platform Partner” sponsorship category.

The sponsorship deal begins Saturday at UFC 264 in Las Vegas, which is headlined by Dustin Poirier vs. Conor McGregor 3. Terms of the agreement were not disclosed publicly but according to people familiar with the deal, it’s worth $175 million over 10 years.

In a statement, co-founder and CEO Kris Marszalek called the deal with UFC a “historic moment,” adding it would help the sport “accelerate the world’s transition to cryptocurrency.”

Added Marszalek, “This is just the beginning of a long relationship with UFC, and we’re looking forward to what we will build together.”

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