UFC describes itself as the largest pay-per-view event provider in the world

UFC describes itself as the largest pay-per-view event provider in the world

Constellation Brands is to partner with mixed martial arts organisation Ultimate Fighting Championship to drive US sales for the group's Modelo Especial beer brand.

Late yesterday, the companies said they would work together to create "unique and engaging content" in a campaign that will give Modelo Especial a presence at UFC live events. "With both UFC and Modelo driving unprecedented growth for our respective industries, this partnership is a game-changer for Modelo and we look forward to creating new experiences for fans," said Ann Legan, VP of marketing for Casa Modelo with Constellation's beer division.

Financial details of the deal were not disclosed, however Constellation, which released its H1 results last week, said the "multi-million dollar partnership" will start next year.

UFC describes itself as the largest pay-per-view event provider in the world. The group held 40 events last year, five of which reportedly gained more than 1m pay-per-view buyers.

Also this week, BA Sports Nutrition, which is a partner of Dr Pepper Snapple Group, teamed its Bodyarmor brand with UFC, securing 'official sports drink' status for the isotonic beverage.

Constellation Brands' H1 fiscal-2018 by category - results data