Blockchain logistics entity VeChain Foundation has reportedly put its ink on a near $100 million multi-year marketing deal with the (UFC), to be its first-ever Layer 1 blockchain partner.

Specifically, The UFC is reportedly the most major promoter and event organizer for Mixed Martial Arts (MMA), and the integration of VeChain’s marketing assets and brand will be completed into the UFC in live events, in-arena promotion, social media and other areas.

The deal reportedly has a value of approximately $100 million and lasts for at least half a decade, according to an anonymous source quoted by Sports Business Journal. 

The UFC’s Senior Vice President of Global Partnerships Paul Asencio further revealed that the UFC’s sponsorship revenues witnessed an increase of 30% from an already record-breaking 2021, as an outcome of the newly inked agreement.

The new alliance will commence instantly, with VeChain’s assets will make their appearances on June 11th, during a UFC event orgainzed in Singapore.

VeChain reportedly operates as an entity concentrating on a layer 1 ecosystem with, revolving around supply chain tracking. The partnership sees a big shift from Vechain’s frugal first quarter. 

A financial report released in May shows the VeChain Foundation approximately $4 million was spent in the first quarter, with under $660,000 was dedicated to marketing, but generated an enourmous ROI of $1.2 billion “war chest.”

VeChain claimed that the partnership is “one of the deepest integrations within premier UFC assets of any sponsor in UFC history,” and per the UFC estimations, VeChain’s brand will achieve the 900 million benchmark in terms of television households in 175 nations.

As included in the scope of the partnership, VeChain will assume ownership of UFC’s official fighter rankings titleship, which now goes by the name the “UFC Rankings Powered by VeChain”, as well as a branded presence inside the fighting ring at all events.

VeChain will further be promoted in-venue on prominent digital displays and both companies will create content for the UFC’s social media and other digital platforms which the UFC estimates will reach 200 million people.