Discover the exciting partnership between 19 Crimes, the award-winning Australian wine brand, and UFC, the world’s premier mixed martial arts organization. Explore the integration of 19 Crimes into UFC assets, the ‘Bold Finish of the Month’ content series, and the chance to win an all-expenses-paid VIP trip to Las Vegas for UFC Pay-Per-View events.
| 19 Crimes: The Official Wine Partner of UFC |
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| UFC announces 19 Crimes as its Official Wine Partner in the United States. |
| 19 Crimes celebrates rebellious spirits and partners with modern-day culture creators. |
| The partnership includes integrations into UFC assets, original content collaboration, and in-venue activations. |
| 19 Crimes will have a presence during live-event broadcasts, on UFC.com, and across social and digital platforms. |
| Fans can enter a sweepstakes for a chance to win a VIP trip to Las Vegas for UFC Pay-Per-View events. |
| The first live brand activation will take place during UFC FIGHT NIGHT: BLANCHFIELD vs. FIOROT. |
| This partnership follows 19 Crimes’ global campaign, ‘Obedience Gets You Nowhere.’ |
| Grant Norris-Jones and Carl Evans express excitement about the collaboration. |
19 Crimes: The Official Wine Partner of UFC
UFC, the world’s premier mixed martial arts organization, has announced that 19 Crimes, the award-winning Australian wine brand, has been named the Official Wine Partner of UFC in the United States.
19 Crimes is known for challenging the norms of traditional wine culture and celebrating the rebellious spirit of the exiled men and women who forged a new culture and national spirit in Australia. The brand has partnered with modern-day culture creators and innovators, including entertainment and lifestyle icons such as Snoop Dogg and Martha Stewart. Now, they are joining forces with UFC.
As the Official Wine Partner of UFC, 19 Crimes will have a significant presence during select Pay-Per-Views and Fight Nights. This partnership includes integrated broadcast features and high visibility branding inside the famous Octagon. Additionally, UFC and 19 Crimes will collaborate on a series of ‘Bold Finish of the Month’ original content pieces that will be distributed through UFC’s popular digital and social channels, reaching over 259 million users worldwide.
In-venue programming, retail activations, and on-premise point-of-sale initiatives are also part of the partnership. 19 Crimes will launch a national sweepstakes campaign, offering fans the chance to win an all-expenses-paid VIP trip to Las Vegas for UFC Pay-Per-View events. Consumers can enter to win on the dedicated UFC x 19 Crimes sweepstakes website.
The partnership will extend to live-event broadcasts, UFC.com, and multiple UFC-owned social and digital platforms. The first live brand activation will take place during UFC FIGHT NIGHT: BLANCHFIELD vs. FIOROT on Saturday, March 30 in Atlantic City, New Jersey.
This collaboration comes after 19 Crimes’ successful global campaign, ‘Obedience Gets You Nowhere,’ which encourages a new generation of curious rebels to embrace the brand and challenge the status quo.
Grant Norris-Jones, Executive Vice President and Head of Global Sponsorships at UFC & WWE, expressed excitement about the partnership, stating, ‘We’re thrilled to welcome 19 Crimes as the Official Wine of UFC in our biggest market, the U.S. Like UFC, 19 Crimes is a challenger brand looking to disrupt the status quo. We’re looking forward to working with the great team from 19 Crimes to leverage UFC platforms and drive brand awareness among our massive fan base, one of the most loyal and passionate in all of sports.’
Carl Evans, Chief Marketing Officer of Treasury Americas, shared his enthusiasm for the partnership, saying, ‘We are thrilled to partner with the world’s leading mixed martial arts organization. UFC perfectly demonstrates our new global campaign, ‘Obedience Gets You Nowhere,’ by celebrating the courageous people who challenge conformity and fight expectations. We look forward to working with UFC to disrupt the world of wine and MMA together.’
