Blue Apron rival Trifecta signs 5 year $10 Million deal with UFC
Trifecta CEO: “With the UFC being a weight class sport we see it as a particularly amazing opportunity to get the word out about Trifecta and in turn help a lot of the UFC fighters maintain at their ideal weight year round.”
If you listen to podcasts, you have heard of Blue Apron. The US-based ingredient-and-recipe meal kit service was founded in 2012 and went public in June of 2017; it has a market value of $480 million. Trifecta is just three years old, the largest all-organic meal delivery service in the USA, and is now the UFC’s first-ever “Official Meal Delivery Partner.”
In addition to the official branding, details of the five-year deal, said to be worth nearly $10 million dollars, include:
•Trifecta ownership of meal delivery, nutrition/workout tracking app categories within UFC;
•UFC assistance with the creation of a Trifecta reality TV series for Trifecta;
•Trifecta management of the UFC Nutrition program to manage all fighters’ nutrition for weeks before fights;
•”Golden Ticket” promotions in Trifecta boxes that feature celebrity UFC fighter VIP experiences; and,
•UFC imaging and endorsement rights for packaging, permit octagon product placement, and a host of other deliverables.
Trifecta spends approximately $25 million per year, and hopes to break $100 million by mid 2019, making the UFC an affordable spend. The NFL not so much – CEO Greg Connolly says the buy in there would be $15 million.
“UFC is particularly interesting, because it is sort of tied for first as the most popular sports league with NBA,” says CEO Greg Connolly to Darren Heitner for Forbes. “The UFC is in a situation where they’re a year-round sport and, at the same time, they are really the entire league personified in one organization. They work with athletes via exclusive agreements and have no real competitors. If you look at NFL, you have the league separate from the teams, with NFL owners and the players, and with agents and the union. UFC gives us an opportunity to have a worldstage with 1.8 billion person audience.”
“With the UFC being a weight class sport we see it as a particularly amazing opportunity to get the word out about Trifecta and in turn help a lot of the UFC fighters maintain at their ideal weight year round. We are excited to work directly with the UFC to bring the nutrition of the fighters in-house. It’s a big windfall for us and solves a major problem for UFC as they take on bigger deals like ESPN.”
