UFC organises over 40 live tournaments annually, with eight US events lined up across the next three months | Photo credit: UFC

Veteran-owned coffee chain Black Rifle Coffee Company (BRCC) has signed a multi-year marketing partnership to become the Official Coffee of the Ultimate Fighting Championship (UFC) in the US. 
 

The partnership includes ‘high-visibility’ on-site BRCC branding at all UFC mixed martial arts events in the US, as well as the coffee chain’s logo on live broadcasts and digital promotion materials. 

Founded in 1993, UFC organises more than 40 live tournaments annually and broadcasts to over 900 million households globally. The organisation has eight US events lined up across the next three months. 

The sponsorship will also see the two brands collaborate on content for UFC’s digital and social media channels, which reach 259 million users globally.  

“We are immensely proud and excited to announce our partnership with UFC. UFC has revolutionised the landscape of competitive sports, and our collaboration aims to invigorate fans, fostering the creation of unforgettable experiences and lasting memories,” said Mat Best, Co-Founder, BRCC.  

Launched in 2014, BRCC actively promotes support for veterans, law enforcement and first responders across its retail, wholesale and e-commerce channels. The coffee chain and roaster operated 17 stores across the US at the end of its 2023 third quarter and is forecasting full-year sales of around $440m.