UFC and Sweet Sweat Partnership

UFC Names Sweet Sweat
Official Global Marketing Partner and
Official Partner of the UFC Performance Institute
UFC and Sweet Sweat to Collaborate on New Research Program

October 28, 2021 – LAS VEGAS – UFC®, the world’s premier mixed martial arts organization, and Sweet Sweat, an industry-leading athletic performance brand, today announced a new, multi-year marketing partnership to promote Sweet Sweat’s products and make them available to UFC athletes through the UFC Performance Institute® in Las Vegas.


Under the terms of the agreement, UFC and Sweet Sweat will collaborate on a research program that will study the benefits of Sweet Sweat products when used by UFC athletes in training during their fight camps and fight week stages of preparation at the Performance Institute.  The program will be completely voluntarily for those athletes who choose to participate.  More details on the research program will be announced at a later date.


“We’re thrilled to welcome Sweet Sweat aboard as an official partner of UFC,” said Paul Asencio, UFC Senior Vice President of Global Partnerships. “This is one of those rare partnerships that is a natural fit on so many levels, including utilizing Sweet Sweat products within our Performance Institute to assist athletes with training and fight preparation.  In turn, we can help Sweet Sweat reach more consumers around the world through the strength of our brand.”


As an Official Global Marketing Partner and Official Partner of the UFC Performance Institute, Sweet Sweat will be integrated into key UFC assets, including broadcast features on select Pay-Per-Views.  Sweet Sweat will also have a branded presence inside UFC’s world-famous Octagon® during select events and throughout the UFC Performance Institute in Las Vegas.  UFC and Sweet Sweat will also collaborate on a variety of custom and original content that will be distributed across UFC-owned social media channels and digital platforms.  

The agreement also provides for an annual Brand Ambassador fund that will offer significant paid marketing opportunities to participating UFC athletes. 

Added Jeff Pedersen, President of Sweet Sweat: “We’re delighted to finally partner with UFC and the UFC Performance Institute.  While both of our teams know the power of our products, we knew that simply signing on as a marketing partner wasn’t enough. We hope that the validation through this independent research program, coupled with the marketing prowess of the UFC, will allow our brand to reach millions of people in a way that it never has before.  

For more information, please visit, SweetSweat.com.


About UFC®

UFC® is the world’s premier mixed martial arts organization (MMA), with more than 625 million fans and 166 million social media followers. The organization produces more than 40 live events annually in some of the most prestigious arenas around the world, while broadcasting to nearly 900 million TV households across more than 175 countries. UFC’s athlete roster features the world’s best MMA athletes representing more than 75 countries. The organization’s digital offerings include UFC FIGHT PASS®, one of the world’s leading streaming services for combat sports. UFC is owned by global sports and entertainment company Endeavor, and is headquartered in Las Vegas, Nevada. For more information, visit UFC.com and follow UFC at Facebook.com/UFC, Twitter, Snapchat, Instagram and TikTok: @UFC.

About Sweet Sweat 

Established in 1980, Sweet Sweat is a family-owned business born from a passion for health, wellness, and fitness. 

True to our origins, we’re here to help people live their best lives through real, research-backed health and fitness products made for every body – inside and out. 

We all deserve to know what we’re putting in and onto our bodies. We all deserve the best in our quest for healthy living. Our mission is to give you just that. 


Press Contact:


Brian Smith at mailto:bsmith@ufc.com