WHAT? FC, the world’s leading mixed martial arts organization, has announced its partnership with Revlon’s perfume brand, Curve for Men, as the official perfume partner of the UFC. This marks the first time the UFC has introduced a marketing partner in the fragrance category, paving the way for new promotional avenues.

THE DETAILS Robbie Miller, Vice President of UFC Global Partnerships, expressed his enthusiasm about establishing Curve for Men as the UFC’s first fragrance partner, noting the careful consideration that goes into launching a new marketing category. He emphasized the fit between Revlon’s renowned brand and the UFC’s target audience, anticipating innovative promotional efforts in the coming year.

WHY? Frederic Arbel, General Manager North America for Revlon, noted the partnership as a historic event for the perfume industry, aiming to engage both new and existing consumers through unique marketing strategies. Curve for Men is described as a complex and multi-functional fragrance, ideally suited as a signature fragrance for the bold and dynamic UFC fan base.