Closing Bell

UFC deepens marketing ties with rapper Anuel AA

By Adam Stern

UFC is deepening its relationship with Latin musician Anuel AA in some unique ways, building on an initial activation last December that will now see the influencer named an official marketing partner. Anuel, a 29-year-old Puerto Rican rapper and singer, first partnered with the league for some cross-promotion around UFC 269. UFC gave exposure to Anuel’s company and album, while Anuel promoted UFC to his massive following, which includes 29 million accounts on Instagram. Now, they will create more opportunities for Anuel to be involved in UFC content/events, starting with a performance this weekend at UFC International Fight Week in Las Vegas, where UFC 276 will be held Saturday night. UFC VP/Global Partnerships Grant Norris-Jones set up the deal, terms of which were not disclosed

Anuel is the first Latin musician to perform as part of Int'l Fight Week. UFC will also launch co-branded merchandise including shirts, hoodies, hats and bandanas; and Anuel is giving UFC the rights to all his music to use during key moments of live events, including fighter walk-outs. Other aspects of the pact include digital/social content, UFC being part of his upcoming tour and Anuel’s logos and slogans being used within UFC PPV events for the rest of the year, including broadcast features and branding inside the Octagon.

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