The UFC has come out with a massive partnership, and no, we’re not talking about the brand new Venum deal. Chiefly, UFC President Dana White recently revealed that Howler Head is the official ‘flavored whiskey partner’ of the UFC. With their entry into the UFC’s partnership circle, they created a new category when it comes to sponsors.

Prior to the news becoming official, Howler Head was frequently featured on Dana White’s Instagram and on certain promotional materials. The UFC Apex in Las Vegas also featured some telltale signs that Howler Head would be coming aboard. The brand is one of the fastest-growing flavored whiskeys in North America, as it currently stands.

UFC fans can expect to see Howler Head across all UFC events going forward, starting with UFC 261 in Florida. What’s more, the brand will be featured with in-venue and onsite interaction opportunities for fans at select numbered UFC events.

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UFC x Howler Head: Dana White has something to say

The long-time boss of the UFC was all praise of Howler Head, which will be a part of the UFC machine for a meaningful period of time. White personally co-signed the brand and touted it as the ‘best-selling’ in its category.

“I fell in love with Howler Head during the pandemic and it is by far the best whiskey I’ve ever had,” said UFC President Dana White. “So, you can imagine how excited I am that these guys are coming on board as an official partner. Howler Head is a bad a** brand.”

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“Since its launch, it has become one of the best-selling whiskey brands in the United States, and it aligns perfectly with our fan base. There is nothing better than watching fights with Howler Head Kentucky Straight Bourbon Whiskey.”

The UFC has made some huge moves recently, not just with Howler Head, but also with a new outfit partner. The time seems just right as the leading MMA organization in the world is making its way back to the stadiums. With fans back in attendance, the UFC will continue to put their marketing machine to the test.