Fertitta: We fit very nicely with Reebok’s focus on training
Lorenzo Fertitta: “They’ve kind of carved their niche out in training, with CrossFit … They have a lot of history there. And we think that we fit in nicely there.”
UFC CEO Lorenzo Fertitta spoke recently with Ariel Helwani and Fertitta offered reassuring words about the Reebok apparel deal, noting that Reebok has done well with CrossFit, and that the MMA market consists of similarly driven individuals. He also compelling called on managers to evolve with the new sponsorship landscape.
“They’ve kind of carved their niche out in training, with CrossFit,” explained Fertitta. “They’ve done very well with that. It’s been very, very successful for their company. They have a lot of history there. And we think that we fit in nicely there.
“Because at the end of the day, we are a league, and we are a brand, mixed martial arts for the consumer is really all about training. And their focus and time is on the athletes … to make sure there is technical innovation within the product is very important to us as well.”
Fertitta also expressed confidence that UFC featherweight Jose Aldo will soldier through his rib injury and fight Conor McGregor at UFC 189 on July 11.
“I’m very confident,” said Fertitta. “But obviously we’re trying to make sure that at the end of the day we deliver a great event, so we had to go out and we were able to talk to Chad Mendes, and he jumped right up to the plate, and he said ‘absolutely, I’ll stand in line … Although all indications are that Jose is going to be fine.”
Aldo was to have returned to training today to make a decision on whether he fights, but has said he will delay the training and the decision until Friday.