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View Full Version : What a co-branding!


Steve
01-20-2008, 07:40 AM
I thought this was an interesting co-branding. Harley is getting involved with UFC. Maybe this isn't so much a co-branding as it is a sponsorship but it still seems like a co-branding.

Harley feels the UFC fighters embody their brand. They also want their dealers to host UFC fight nights! Very interesting!

I wonder how this is going to do for them.

What's your view?

Harley-Davidson Sponsors UFC (http://www.ufc.com/index.cfm?fa=news.detail&gid=9644) - Harley-Davidson Motor Company has teamed up with the Ultimate Fighting Championship® (UFC®) and World Extreme Cagefighting® (WEC™) organizations as a presenting sponsor and exclusive motorcycle sponsor.

“This is the first major worldwide sports sponsorship for Harley-Davidson outside the motorcycle/automotive category,” said Harley-Davidson Senior Vice President and Chief Marketing Officer Mark-Hans Richer. “We see our brand embodied in these fighters: young, aggressive, hard working individuals who cut against the grain.”

The Company is also encouraging its independent dealers to hold UFC “fight night” events and customer parties in conjunction with a limited number of appropriate UFC events.