The UFC’s first pay-per-view of 2018 is just over a week away and they’ve been strapping a rocket ship of hype to the card. It looks like the marketing behind it is stepping into overdrive as it draws even closer. New beer sponsor Modelo has chosen UFC heavyweight champion Stipe Miocic to be involved in their new ‘Fighting Spirit’ ad campaign, highlighting special stories of blue collar success. Aside from Reebok and Conor McGregor’s Monster Energy commercial, this looks to be one of the ads yet.
“As we looked across the UFC, Stipe [Miocic] rose to the top as one of the stories we’d like to tell and we’re looking forward to telling the stories of other UFC fighters with this digital video series.” — Ann Legan, Modelo’s Vice President of Marketing, speaking to ESPN.
— Stipe Miocic (@stipemiocicufc) January 11, 2018
“When Bud Light first put its logo on our mat, people knew we were a permanent part of the sports landscape. It was a great partnership for us, but the activation was never what we wanted it to be. Modelo has two priorities: UFC and soccer. They’re putting together an incredible ad campaign involving our athletes. Their tagline is ‘Fighting Spirit,’ which is obviously completely consistent with the UFC product.” — UFC COO Lawrence Epstein speaking to ESPN.
Stipe Miocic invited his mother to the filming, which tried to replicate getting into the UFC Octagon, who has never seen her son fight live due to it being so stressful to her. The partnership seemed like a huge success, since Modelo will look to highlight even more stories from other UFC fighters. The commercial is set to air sometime in this first quarter of 2018. It’d be a huge highlight to Miocic if he comes out of his huge fight with Francis Ngannou still the champion.
This article first appeared on BJPenn.com on 1/11/2018.