In a landmark move for the sports and wellness industries, the Ultimate Fighting Championship (UFC) has forged a significant new alliance with KNOX Hydration. The performance hydration company has been appointed as UFC's global Official Hydration Partner outside of the United States, representing a pivotal moment in KNOX's ambitious international growth strategy.
A Strategic Alliance for Global Reach
This partnership with the world's premier mixed martial arts organisation underscores KNOX Hydration's core mission to deliver clean, performance-driven hydration solutions to athletes and consumers across the globe. By aligning with UFC, which boasts an unparalleled global audience and a sterling reputation for sporting excellence, KNOX gains access to one of the most prominent platforms in international sports to showcase its innovative product range.
Executive Perspectives on the Deal
Ethan Hughes, co-founder of KNOX Hydration, expressed immense pride in the new arrangement. He stated that this partnership is the culmination of extensive dedication and a steadfast belief in the brand's foundational principles. Hughes elaborated, explaining that since founding KNOX with Dricus du Plessis, their objective has always been to create a hydration brand that supports peak athletic performance while remaining accessible to the general public. He believes that collaborating with UFC powerfully validates this mission and provides an extraordinary opportunity to introduce KNOX to a vast, worldwide audience.
Nicholas Smith, TKO Senior Vice President of Global Partnerships and Head of International, echoed this sentiment. He described KNOX Hydration as an innovative pioneer within the hydration sector, with a distinct focus on supporting elite-level athletes, making them an ideal partner for UFC. Smith confirmed that the partnership will officially commence at the upcoming UFC 325 event, featuring the headline bout VOLKANOVSKI versus LOPES 2.
The Science Behind the Hydration
John Schaefer, CEO of KNOX Hydration, highlighted the critical importance of hydration for UFC athletes who consistently operate at the extreme limits of human physical capability. He explained that KNOX was specifically engineered to provide functional hydration without relying on caffeine. Instead, its formulations are powered by a blend of amino acids, electrolytes, and essential vitamins designed to actively support recovery, enhance endurance, and promote overall wellness. Schaefer emphasised the company's pride in supporting UFC and its athletes with a product meticulously crafted for genuine performance enhancement.
Brand Evolution and Market Expansion
This partnership signifies a major evolution for KNOX Hydration as it transitions into a truly global brand. The company plans to leverage UFC's massive international fanbase to penetrate new markets and connect with consumers who prioritise clean, effective hydration products.
Mark Jacobs, Director of Global Marketing at KNOX Hydration, pointed out that UFC provides an unmatched platform to advocate for the importance of proper hydration and to educate fans globally about the significance of superior ingredients. He stated that together, UFC and KNOX are poised to establish a new benchmark for what performance hydration should represent.
Product Portfolio and Activation Strategy
KNOX Hydration's product line includes great-tasting, ready-to-drink sparkling beverages available in both regular and sugar-free varieties. The brand also offers convenient electrolyte powder sachets for on-the-go hydration. Every formula is meticulously crafted to support optimal performance through effective hydration, delivering essential amino acids, electrolytes, and vitamins without any caffeine or unnecessary stimulants. These products are designed to fuel the body before, during, and after intense physical exertion, making them suitable for both elite athletes and everyday high-performers.
As the Official Hydration Partner of UFC outside the U.S., KNOX will execute a comprehensive brand activation strategy across UFC's extensive global platforms. This will include prominent visibility at international live events, during broadcasts, within social media content, and through various fan-facing activations. These efforts will reinforce the shared values of performance, discipline, and resilience that both brands champion.
With this major announcement, KNOX Hydration solidifies its rapid ascent as a trusted hydration solution for elite athletes and everyday consumers of all ages. The brand's journey is now powerfully backed by one of the most influential and recognisable sports brands worldwide, setting the stage for significant future growth and impact in the global wellness market.
