UFC and Global Latin Superstar Anuel AA Expand Groundbreaking Partnership
“I’ve been a longtime UFC fan, so when the opportunity to collaborate from a business perspective came up, it was a dream come true,” Anuel said. “I aim to become a brand ambassador and connect the Latino community to the sport through my music while continuing to open doors for our culture. This is just the beginning for the UFC and Anuel.
“Anuel is one of the best ambassadors we have for this sport and for the UFC,” said Grant Norris-Jones, vice president, Global Partnerships, UFC. “His passion, energy and charisma are undeniable, and we look forward to showcasing him in more UFC content. Our brands have a lot in common: we’re both pioneers at the top of our respective industries. By working together, we have the opportunity to reach even greater heights and connect with more fans in a meaningful and authentic way.
As part of this expanded partnership, Anuel will become an official marketing partner of the UFC, opening up a variety of opportunities to integrate his trademark into key UFC assets. Anuel’s logos and slogans will be featured in all UFC pay-per-views for the remainder of the year, highlighted with broadcast features and branding inside the Octagon® world famous UFC. The UFC and Anuel will also collaborate on a variety of personalized and original content that will be distributed across popular UFC social media channels and digital platforms, reaching nearly 200 million subscribers worldwide.
In return, Anuel’s music will be incorporated into key moments of UFC live events, including fighter exits. The UFC will also be prominently featured as a partner in the next ‘WORLD TOUR OF LAS LEYENDAS NUNCA MUERENwhich started on June 13 in Ibiza, Spain and continues throughout Europe and the United States
Anuel will also be a featured performer in Las Vegas during the 10th annual UFC International Fight Week™️, the week-long series of events celebrating all things UFC and combat sports. Anuel, who is the first Latin music artist to perform at International Fight Week, will bring his thrilling stage act to Resorts World Las Vegas on Friday, July 1.
Additionally, the UFC and Anuel will collaborate to launch a new collection of co-branded merchandise as part of the UFC’s officially licensed apparel line. Items will include t-shirts, hoodies, hats and bandanas, which will feature original designs inspired by Anuel’s unique style.
The UFC and Anuel have teamed up for the first time UFC 269: OLIVEIRA vs. POIRIER in December 2021 to promote Anuel’s third solo album, Las Leyendas Nunca Mueren. The project paid tribute to several of Anuel’s personal icons, including Michael Jordan, Kobe Bryant, Floyd Mayweather, Conor McGregor and Tupac. The partnership marked the UFC’s first collaboration with a Latin artist to promote a music album.
Anuel is one of the most popular Latin music artists in the world. He released his third studio album Real Hasta la Muerte in July 2018, and within a month, the album received Platinum certification (one million sales) from the RIAA (Association of the United States Record Industry). The album reached No. 1 on Apple Music worldwide and became one of the most downloaded albums on all digital platforms. In 2019, Billboard Magazine named Real Hasta la Muerte one of the 50 best Latin albums of the decade. Her long-awaited second studio album Immanuel was released in May 2020 and became an instant hit, debuting at No. 1 on Billboard’s Top Latin Albums chart and No. 1 on Latin Rhythm Albums, as well as No. 1 on Apple Top Latin Albums, #9 on Apple Top Albums (ALL), and #1 on Apple Top Latin Videos.