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Mixed martial arts organisation, UFC (Ultimate Fighting Championship) has announced a new multi-territory partnership with leading Asian low-cost airline AirAsia.

The partnership, which will see AirAsia recognised as UFC’s first-ever ‘official airline’ in Asia and Australia, began last weekend during the #UFC217: Bisping vs St-Pierre fight event, live from Madison Square Garden in New York, USA.

UFC Vice President of Asia-Pacific Kevin Chang explained “this deal is an indication of how much UFC and the sport of mixed martial arts have grown in Asia and around the world.

“AirAsia is an innovative and fast-growing brand, we thank them for the support and we’re looking forward to creating engaging branded content for fight fans and AirAsia customers to enjoy.”

AirAsia Group Chief Executive Tony Fernandes added “the UFC expanded from their first event in Denver to the rest of the US and then to Asia-Pacific and the world, while AirAsia grew from a small domestic airline into Asia’s largest low-cost carrier that now flies to the US.

“Opposite directions but chasing the same dream, and we are thrilled to team up with a brand that shares our drive and vision.”

AirAsia will activate the new deal internationally during UFC’s historic inaugural event in mainland China at UFC Fight Night: Silva vs Gastelum on Saturday 25th November 2017 at Mercedes-Benz Arena in Shanghai.

As part of this collaboration, AirAsia will obtain rights to signage and branding inside UFC’s Octagon during the event in Shanghai and select international UFC events in 2018.

AirAsia will also serve as presenting sponsor of select UFC Fan Experiences throughout the region and, as advised in a statement “promote a national sweepstakes campaign where two fans will win a UFC VIP Experience during an event in 2018”.

The statement added “the airline brand will also be integrated across multiple UFC-based social and digital platforms, as well as having a presence during live-event broadcasts and on UFC.com. UFC and AirAsia will also jointly sponsor content featured on Weibo and WeChat platforms in China.”

Along with integration during international UFC events, this sponsorship will also deliver co-branded content to Asian fight fans via AirAsia and UFC’s media platforms. These initiatives include monthly training sessions featuring UFC athletes and members of the UFC Performance Institute’s staff.

UFC and AirAsia will also select the first-ever UFC scholarship program recipient. As part of this program, one Asia-based athlete will be awarded an all-expenses-paid scholarship that includes travel to the United States and training at the UFC Performance Institute in Las Vegas, Nevada.

Image: The AirAsia/UFC partnership is announced at Madison Square Garden.

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