SINGAPORE: The Ultimate Fighting Championship (UFC) seems to be making the most of one of its celebrated fighters, Conor McGregor’s return to competitive MMA on Saturday in Las Vegas by providing greater exposure to one of its principal sponsors, AirAsia.
The UFC 229 match-up between McGregor and lightweight champion Nurmagomedov is the most anticipated in MMA history and the event will see AirAsia deliver unprecedented branding inside the world-famous Octagon. The famed red corner will be taken over by the low-cost airline, creating unparalleled visibility for the airline brand on fight night.
“AirAsia is one of the most widely recognized brands throughout Asia – Pacific and they are a perfect partner to help us build positive brand awareness for UFC,” UFC President Dana White said.
“This partnership is a great fit and we look forward to launching more exciting experiences for our fans.”
In the lead up to this colossal event, AirAsia’s cabin crew will join UFC’s Octagon Girls on stage during the official ceremonial weigh-ins, as one of the many highlights of a UFC fight week which sees thousands of fans in attendance and millions watching around the world. Through this multi-faceted partnership, AirAsia will extend its brand presence on a global scale with asset integration across UFC’s social, digital, and pay-per-view broadcast of the event.
“We are thrilled to be part of a UFC world first,” AirAsia CEO Tony Fernandes said.
“AirAsia and UFC share the same values and vision, and we see the weigh-in and Octagon takeover as a perfect opportunity to leverage this affinity and connect with MMA fans around the world. We look forward to having amazing athletes fight out of the AirAsia red corner.”
Beyond McGregor’s fight, AirAsia will continue to activate across UFC properties including the organization’s inaugural event in Beijing later this year, when the MMA property returns to China. To further cement its status as the first official airline partner of UFC, the AirAsia Airbus 330-300 will be decorated with UFC branded livery for its flight to the Chinese capital city.
Earlier this year, AirAsia announced its support to develop the next generation of MMA athletes in Asia, by sponsoring Indonesia’s One Pride strawweight champion, Linda Darrow, as the inaugural recipient of the first UFC Training Scholarship, for a month-long program at the UFC Performance Institute, the world’s first mixed martial arts multi-disciplinary research, innovation and performance centre.
