A SPORTS MARKETING company, owned by former Brazil striker Ronaldo, has ended its association with the Ultimate Fighting Championship over what it perceives as an ‘unfair’ sponsorship deal.
9ine Sports & Entertainment’s portfolio includes former UFC champions Junior dos Santos, Vitor Belfort and Anderson Silva among others but has today severed its ties with the organisation.
In a company statement, the agency says it refuses to do business with the UFC after it changed its sponsorship model by signing a lucrative deal with Reebok.
“We announce that, from this date, 9ine Sports & Entertainment withdraws from any negotiations involving the UFC, its events or fighters. The agency does not believe in the new model adopted by the company in attracting sponsorship and believes that this directly hurts all athletes from the organization, and also the companies that supported and backed the UFC for many years.
“The history between 9ine and UFC is old. We were the first sports and entertainment marketing agency to dive right into projects proposed by the company. We were also pioneers while working the image of fighters like Anderson Silva, Junior dos Santos and most recently Vitor Belfort. All champions and references in their categories.
“But not only from business becomes a big company. We have principles based on the vision of a former athlete and sports fan. Our president, Ronaldo Nazario, does not tolerate seeing an organization change its sponsorship funding rules and fighter remuneration — arbitrarily — without taking a stand.
“Therefore, 9ine leaves the ‘UFC business’ while taking a stand as to what we believe is unfair to athletes, true warriors who make a living with MMA. To them, we wish every success and wisdom to deal with the difficulties that lie ahead.”
As part of the exclusive sponsorship deal, all UFC fighters must wear Reebok apparel in the octagon and it was intended to guarantee an athlete a payday for each fight.
However, it meant fighters were forced to end their existing individual sponsorship deals.
