UFC’s Biggest Financial Sponsors

Money Machine: Who Are the UFC’s Biggest Sponsors?

Despite concerns about a decline in fight quality, the UFC continues to break financial records year after year. So, who’s fueling this combat sports empire? Let’s delve into the promotion’s most lucrative sponsorship deals and the contributions of each partner to the UFC’s substantial revenue stream.

📺 ESPN — $1.5 Billion Over 7 Years (2018–2025)

In 2018, ESPN signed a landmark seven-year deal with the UFC, valued at $1.5 billion, granting exclusive broadcast rights through 2025. As the contract nears its end, the UFC is reportedly seeking a new deal worth over $1 billion annually. Negotiations are ongoing, with ESPN, Amazon, Netflix, and Warner Bros. Discovery among the potential partners. (sportsbusinessjournal.com, talksport.com)

• $214 million per year
• Approx. $5.4 million per event (based on 40 events annually)

💶 Crypto.com — $175 Million Over 10 Years (2021–2031)

In 2021, Crypto.com became the UFC’s first global Official Fight Kit Partner, securing a $175 million deal over ten years. The partnership includes prominent branding on fight kits worn by UFC athletes during competitions. (sportsbusinessjournal.com)

• $17.5 million per year
• Approx. $437,500 per event

🍺 Anheuser-Busch (Bud Light) — Over $100 Million Multi-Year Deal (Effective 2024)

Bud Light returned as the UFC’s official beer sponsor in a multi-year deal reportedly worth over $100 million. The partnership reinstates Bud Light’s presence in the Octagon, replacing Modelo as the primary beer sponsor. (mmafighting.com)

• Estimated $16.6 million per year (assuming a 6-year term)
• Approx. $415,000 per event

🕹 DraftKings — Over $100 Million in Cash Over 5 Years (2021–2026)

DraftKings became the UFC’s first official sportsbook and daily fantasy partner in the U.S. and Canada through a five-year deal valued at over $100 million in cash. The partnership includes integration across UFC assets and events. (espn.com, sportspro.com)

• $20 million per year
• Approx. $500,000 per event

👔 Venum — Estimated $50 Million Over 3 Years (2026–2029)

The UFC’s official apparel partner Venum renewed its deal recently. While exact numbers weren’t released, sources estimate the new three-year deal is similar to the original, around $50 million.

• Approx. $16.6 million per year
• Approx. $396,000 per event
• Includes fighter bonuses and gear supply

🖥 VeChain — $100 Million Over 5 Years (2022–2027)

In 2022, VeChain became the UFC’s first official layer-1 blockchain partner through a five-year deal worth $100 million. The partnership includes branding across UFC events and digital platforms.

• $20 million per year
• Approx. $500,000 per event

🚗 Toyo Tires — Multi-Year Extension (2023–2026)

Toyo Tires renewed its partnership with the UFC, continuing as the official tire sponsor through a multi-year extension. The agreement provides branding exposure in every UFC event held in the United States. (ufc.com, media.toyotires.com)

• Financial terms undisclosed, some sources estimate it at $10 Million per year

🍸 Alcohol Brands: Vodka, Tequila & Whiskey

Some deals are less public but still massive. For example:

• New Amsterdam Vodka: Estimated $70–100 million over 3 years
• Jose Cuervo (Tequila): Estimated $30–50 million over 3 years
• Howler Head Whiskey: UFC-branded and co-owned, part of the marketing core

💼 Total Sponsorship Revenue

In 2024, the UFC’s sponsorship revenue reached approximately $251 million, excluding the broadcasting deal with ESPN. With 46 active sponsors, the UFC has established a robust financial foundation, solidifying its position as a dominant force in combat sports.

Note: Financial figures are based on available reports and estimates; actual numbers may vary.