Ultimate Fighting Championship (UFC) is teaming up with NBA legend Kobe Bryant as part of a multi-year sponsorship deal with BODYARMOR, one of those fancy-shmancy sports drinks to satisfy those athletes who are too good for water.
BODYARMOR was founded in 2011 by Lance Collins, the guy behind NOS energy drink, along with Mike Repole, the brain behind Vitaminwater. Bryant is one of the shareholders and has lots of money.
“BODYARMOR offers a better-for-you hydration option at a time when athletes in every sport are paying more attention to what they put into their bodies,” Bryant said in the press release. “UFC athletes demand the best in hydration and nutrition, and we’re excited to be partnering with the UFC on such a large scale.”
The conspiracy to eliminate water fountains is alive and well.
BODYARMOR will find a home at the UFC Performance Institute and serve as sponsor for UFC weigh-in events. That means you will see the BODYARMOR logo splattered across anything not nailed down as a reminder that you too, don’t have to go thirsty.
I’m not sure how that affects this deal, but I’m sure there’s enough room for everyone.