Home Sports News Other Sports UFC names Knox Hydration as official global hydration partner The agreement adds a key pillar to UFC’s global ecosystem and reinforces its ongoing focus on athlete health, preparation, and recovery across its year-round calendar of events. By Aashay Khandelwal January 27, 2026 WhatsApp Linkedin Facebook X Telegram UFC names Knox Hydration as official global hydration partner UFC has announced a landmark global partnership with Knox Hydration, naming the brand as the official hydration partner of UFC in a deal that further strengthens the organisation’s performance-led commercial strategy. The agreement adds a key pillar to UFC’s global ecosystem and reinforces its ongoing focus on athlete health, preparation, and recovery across its year-round calendar of events. As part of the partnership, Knox Hydration becomes the exclusive hydration partner of UFC, with integration across live events, fight weeks, broadcast coverage, and digital platforms worldwide. The collaboration will also extend into athlete and performance initiatives, including alignment with the UFC Performance Institute, where science-driven training, recovery, and preparation form the foundation of fighter development. Hydration plays a critical role in mixed martial arts, a sport defined by intense physical demands and rigorous weight-cutting practices. Effective rehydration and electrolyte balance are widely regarded as essential to performance, safety, and recovery, making hydration a strategically important category within elite combat sports. Ethan Hughes, Co-Founder of KNOX Hydration, said, “This partnership with UFC is the result of countless hours of hard work and belief in what KNOX stands for. Since Dricus du Plessis and I founded KNOX, our mission has been to build a hydration brand that supports performance at the highest level, that is also available to the masses. Aligning with UFC validates that mission and allows us to bring KNOX to a truly global audience.” Michael DiNuzzo, UFC Vice President, Head of Business Development, added, “KNOX Hydration is a pioneering brand in the hydration space with a focus on supporting elite athletes, which makes them a perfect fit for UFC. We’re looking forward to kicking off the partnership at UFC 325: VOLKANOVSKI vs LOPES 2.” John Schaefer, CEO of KNOX Hydration, continued, “UFC athletes operate at the absolute edge of human performance, and hydration is a critical component of their success. KNOX was built to deliver functional hydration without caffeine, powered instead by amino acids, electrolytes, and essential vitamins that support recovery, endurance, and overall wellness. We’re proud to support UFC and its athletes with a product designed for real performance.” Mark Jacobs, Director of Global Marketing at KNOX Hydration, shared, “This is more than a sponsorship, it’s a global brand moment. UFC gives us an unmatched platform to champion the importance of hydration and educate fans around the world on why better ingredients matter. Together, we’re setting a new standard for what performance hydration looks like.” The partnership also marks a significant step in Knox Hydration’s evolution into a global brand, leveraging UFC’s extensive international reach to connect with new markets and consumers who prioritise clean, effective hydration. For UFC, the deal reinforces a long-term strategy of aligning with brands that deliver functional, performance-driven solutions. In recent years, the organisation has expanded its commercial portfolio around nutrition, recovery, and sports science, strengthening its position at the intersection of high-performance sport and global entertainment. The partnership will be activated throughout UFC’s global calendar, delivering significant international exposure for Knox Hydration while reinforcing UFC’s emphasis on preparation, marginal gains, and athlete well-being. Tags Knox Hydration Sponsorship UFC Ultimate Fighting Championship (UFC) Related Articles eToro extends Premier League push with Leeds United partnership Tottenham Hotspur strengthen Asian commercial push with VSbet deal JAL strengthens winter sports strategy with Ski Association of Japan partnership Sportradar builds prediction-market infrastructure with expanded Polymarket deal SEIKO becomes the new face of Brisbane Heat’s Celebrity First Ball Chelsea FC enter stablecoin era with Circle partnership Load more Latest Articles Football eToro extends Premier League push with Leeds United partnership Football Tottenham Hotspur strengthen Asian commercial push with VSbet deal Media Rights VETO expands live sports portfolio with 2026 Billie Jean King Cup rights Sponsorship JAL strengthens winter sports strategy with Ski Association of Japan partnership Business News Sportradar builds prediction-market infrastructure with expanded Polymarket deal Load more
Curated by Taleb Kabbara · Source: sportsmintmedia.com