TKO Group has expanded its commercial portfolio with two new cross-platform sponsorship agreements, bringing nicotine pouch brand FRE and insurance technology firm Supersure into a wide-ranging activation strategy across its global sports assets.
The deals span multiple TKO-owned and affiliated properties including UFC, Zuffa Boxing, PBR, UFC BJJ, as well as IMG-owned World’s Strongest Man and motorsport series Formula Drift.
FRE expands across UFC ecosystem and beyond
FRE has been named the official nicotine pouch partner across six major properties, with branding set to appear across venues and broadcast integrations.
Activations will include UFC’s octagon, Zuffa Boxing rings, PBR bucking chutes, and Formula Drift race environments. The partnership begins with UFC 327: Prochazka vs Ulberg in Miami.
TKO executives framed the deal as a global-scale partnership designed to reach adult audiences across multiple premium combat and action sports platforms.
Supersure enters UFC and boxing ecosystem
In a separate agreement, Supersure becomes the official small business insurance and brokerage technology partner for UFC, UFC BJJ, and Zuffa Boxing.
The deal is limited to the U.S. market and includes arena branding, broadcast integration, and digital activations across UFC media channels. Supersure will also feature in select UFC numbered events and Fight Nights.
Zuffa Boxing will carry ring branding, including rope placement and mat signage for UFC BJJ events.
Strategic expansion for TKO
The agreements reflect TKO’s broader strategy of packaging its properties into a unified commercial ecosystem, leveraging scale across combat sports, motorsport, and live events.
The moves come despite a slight revenue decline in 2025, though profitability improved significantly. TKO reported $4.73B in revenue (-3%) and $1.58B EBITDA (+47%) for the year.
Zuffa Boxing, launched in 2025 through a partnership with Sela and Turki Alalshikh, continues to expand its commercial footprint as part of TKO’s growing fight sports portfolio.