Under the new agreement, HART Tools will become UFC’s Official Power Tool Partner in the U.S., marking the first time UFC has opened up this category to a marketing partner.
“We’re excited to have HART Tools join us as an official partner and break ground in a new category,” said Grant Norris-Jones, Head of Global Partnerships at TKO. “Power Tools is one of a few categories for which we have been eager to find the right partner fit, and we believe that HART Tools checks all the boxes. In turn, UFC events can provide HART Tools with the major visibility they’re looking for as a challenger brand. We’re excited to help them grow their business.”
“At HART Tools, we’re thrilled to partner with UFC, bringing together two worlds of passion and performance,” said Heath Johnston, President of HART Tools. “We’re excited to equip UFC fans with the tools they need to tackle any project with power and confidence, all at an unbeatable value. Join us in unleashing the power of performance in and out of the Octagon!”
Branded Entitlements and Activations
As UFC’s Official Power Tool Partner in the U.S., HART Tools will be showcased within the telecasts of UFC’s remaining U.S. Pay Per Views in 2024, providing HART Tools with meaningful visibility before more than 700 million fans in 170 countries, as well as in an estimated 975 million households that receive UFC’s broadcasts. Most notably, HART Tools will receive the crucial “Official Decision” broadcast feature that will run at the conclusion of every fight on the Main Cards of the Pay Per View broadcasts.
HART Tools will also receive prominent placement inside the world-famous Octagon at UFC 302: MAKHACHEV vs. POIRIER, which takes place Saturday, June 1 at Prudential Center in Newark, New Jersey. The event will feature a stellar card, headlined by UFC lightweight champion Islam Makhachev defending his title against No. 4 ranked contender Dustin Poirier. Also, an action packed five-round co-main event sees No. 1 middleweight contender Sean Strickland square off with No. 7 ranked Paulo Costa.
Beyond the Octagon, UFC and HART Tools will collaborate on other creative integrations that will leverage fan engagement and drive HART Tools’ brand awareness, including viewer sweepstakes to win tickets to future UFC Pay Par Previews, and the launch of community initiatives designed to support designated charitable organizations.