Atomic Brands has strengthened the marketing tie-up for its Monaco RTD brand with UFC.
Earlier this year, the Miami-based brand owner confirmed the sponsorship of the mixed martial arts organisation by Monaco Hard Lemonade. The brand secured ‘Official Hard Lemonade’ and ‘Official Canned Vodka Cocktail of UFC’ statuses for an unspecified, “multi-year” period. The arrangement has been tightened this week, however, with Monaco now the ‘Official Canned Cocktail of UFC’.
The announcement comes as Atomic repositions the deal under the Monaco Cocktails brand umbrella with the portfolio growing from three flavoured, vodka-based hard lemonades to include a slew of RTDs with spirits bases such as Cognac, gin and Tequila as well as vodka premixes. The full range all have ABVs of 9%.
As agreed in May, branding will feature in the ‘Octagon’ fight ring, with Atomic’s brands now appearing at all UFC events and all Pay-Per-Views in the US, rather than the previous agreement’s presence in “select US-based Pay-Per-Views”.
Financial details were not disclosed.
“Aside from extending Monaco’s presence beyond the vodka category, fans can expect to see other ready-to-drink beverages featured from Atomic Brands’ diverse portfolio,” said Atomic CEO Don Deubler.
The company also owns the Kentucky Coffee flavoured American whiskey.
Last month, Pernod Ricard became the latest spirits brand owner to agree on a co-branded RTD with The Coca-Cola Co, as vodka flagship Absolut prepares to team with Sprite, initially in several European markets.
