MMA promotional company UFC has changed hands, with its ownership announcing Monday that it has been sold for $4 billion. Although it’s no longer under the control of Lorenzo and Frank Fertitta, Reebok’s relationship with the UFC remains unchanged.
“The Reebok partnership with UFC is not affected by [the] news,” the brand said in an email statement to Footwear News. “We are continuing to work hard to develop the best possible products for UFC athletes and fans and are extremely excited about the future growth of the sport.”
Reebok announced in December 2014 that it reached a six-year sponsorship deal with the UFC. In June 2015, the brand revealed its Fight Kit, the apparel the company’s fighters wear in the octagon. Although the kit did not feature a sneaker, Reebok confirmed at the press event in New York City revealing the Fight Kit that combat-training footwear would be on the way.
Not only has the brand partnered with the UFC, it has also signed individual deals with some of the company’s highest profile athletes such as Ronda Rousey, Conor McGregor, Chris Weidman and Rory MacDonald.
According to multiple reports, the UFC was sold to a group led by talent agency WME-IMG, which also includes Silver Lake Partners, Kohlberg Kravis Roberts and MSD Capital. Reports also state the Fertitta brothers and White would still have a minority ownership stake in the company.