Monster Energy has been a major sponsor for the UFC for quite some time now. However, the two companies reached an agreement, renewing Monster's contract with the popular fighting league. It's not a surprising move, as Monster makes a regular appearance in post-fight interviews on every fight night.

What is intriguing though, is some of the details for the new deal. According to Sports Business Journal, Monster Energy now has the “rights to the water category.” This means, that technically, Monster can advertise themselves as the official water of the UFC… even though the company does not sell water.

Maybe Monster plans to drum up some business in the water industry, but for now, the UFC is officially “waterless.” Even so, the partnership between Monster Energy and the UFC continues its run since joining together in 2015. The UFC provides more details on the renewed deal with Monster Energy:

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“Monster will continue to have center canvas and entrance logo placement inside the fighter gate of UFC’s world-famous Octagon at all events.  Monster will also partner with UFC on retail promotions and social and digital media integrations during events in select markets, as well as serve as the presenting sponsor for UFC’s Twitch channel.”

Although Monster doesn't technically sell any water, they do have a product called Monster Energy Hydro. It's essentially flavored water with natural energy boosters. For now, it's unknown what Monster plans to do with the water marketing rights, but we can speculate that the company will use this as an opportunity to advertise Monster Energy Hydro.

The UFC continues to expand with Dana White earning more and more money by the day. In comparison to other sports leagues, the UFC offers the worst money distribution between upper management and the athletes. Hopefully, the fighters receive a cut of this renewed deal, otherwise, the gap will continue to grow.