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 - 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.