UFC and Monaco Cocktails announced a multi-year national marketing partnership focused on Monaco’s ready-to-drink (RTD) Hard Lemonade beverages.

Monaco’s Hard Lemonade line will become the Official Hard Lemonade of UFC and the Official Canned Vodka Cocktail of UFC, providing the brand with a deep level of integration into key UFC assets, including live events and broadcast features in select US-based Pay-Per-Views, and prominent branding inside the world-famous Octagon.

Monaco branding will also have a presence within the Octagon during the upcoming 31st season of The Ultimate Fighter, the most anticipated in the show’s history, as it makes its debut on ESPN and features former UFC featherweight and lightweight champion Conor McGregor and No. 5 ranked lightweight contender Michael Chandler as coaches.

Monaco and UFC will also collaborate on original content that will be distributed through UFC’s popular digital and social channels, which reach more than 230 million users worldwide. Additionally, the agreement provides for an annual Brand Ambassador fund that will bring the partnership to life through appearances, content, and creative campaigns with UFC athletes.

“We’re proud to welcome Monaco Cocktails as an official UFC partner,” said Grant Norris-Jones, UFC Senior Vice President, Global Partnerships. 

“Customer demand for ready-to-drink beverages continues grow, and UFC, with a median fan age of 36, the youngest among major sports in the U.S., UFC is in the best position to help our alcohol and spirits partners reach those consumers.” 

“We’re thrilled to invite the incredible fans behind UFC into the world of Monaco Cocktails and amp up the audience’s energy through our best-selling canned cocktails,” said Don Deubler, CEO of Atomic Brands, parent company to Monaco Cocktails. 

“As an official partner of UFC, we’re honoured to be a part of an organisation that has revolutionised the fan experience. UFC and Monaco Cocktails are aligned in shaking things up for our audience – we’re excited about our joint commitment to better the consumer experience through our partnership.”