Dining

UFC inks multi-year partnership with Howler Head Whiskey, Dana White bananas for the brand

Mixed martial arts goliath UFC has announced a new, multi-year global marketing partnership with Howler Head Whiskey, one of the fastest-growing flavoured whiskey brands in North America. 

Howler Head becomes UFC’s first-ever ‘Flavored Whiskey Partner’, creating a new sponsorship category for the combat sports company.  In return, Howler Head gets a branded presence at all UFC events, along with in-venue and onsite fan activations at select Pay-Per-View and Fight Night events, beginning with UFC 261: Usman vs Masvidal 2, which takes place at VyStar Veterans Memorial Arena in Jacksonville, Florida April 24.

“I fell in love with Howler Head during the pandemic and it is by far the best whiskey I’ve ever had,” says 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 badass brand. 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.”

“I fell in love with Howler Head during the pandemic,” says UFC president Dana White. “It’s a badass brand…”

UFC and Howler Head logos

We’ve not had an opportunity to try Howler Head yet, but colour us intrigued. The beverage is a blend of Kentucky Straight Bourbon Whiskey and banana flavouring (ABV 40%).

Launched in 2020, Howler Head is available in 45 states across the US, and the United Arab Emirates.  The brand is scheduled to launch in Canada in June 2021.  

Jason Wooler, Chief Executive Officer of Wooler Brands, said: “We are excited to be partnering with Dana White and UFC, one of the world’s greatest marketing and brand build entities globally. Dana’s authenticity and personality aligns perfectly with Howler Head’s brand DNA and with UFC as a partner. We see 2021 being a banner year!”

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