Monster Beverage Corp has extended its sponsorship tie-up for its namesake energy drink brand with mixed martial arts (MMA) fighter Conor McGregor.

The company, which is 17%-owned by The Coca-Cola Co, said late yesterday that the renewed deal with McGregor forms part of Monster Energy's MMA programme, which McGregor became part of two years ago. Terms of the extension, including financial and duration, were not disclosed.

To mark the new agreement, a 30-second ad featuring McGregor will air across "various digital platforms and on select television programming".

The Monster logo will also be displayed on McGregor's shorts when he faces up to Floyd Mayweather in Las Vegas towards the end of this month.

"After two years as a Monster Energy UFC fighter, we are excited to continue our partnership with Conor McGregor as he prepares for the biggest fight in history," said Marianne Radley, senior VP of marketing for Monster Energy. "His bold confidence, determination and aggression are synonymous with our brand values and we are proud to have him represent our company."

Earlier this month, Monster released half-year figures that included a 9% lift in sales for the period, as the company continues to benefit from Coca-Cola's distribution network.

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