In a significant move for the sports and wellness industry, KNOX Hydration has entered into a landmark global partnership with the Ultimate Fighting Championship (UFC). The performance hydration company has been named UFC's Official Hydration Partner for all markets outside the United States, a deal that underscores its ambitious worldwide expansion strategy.
A Strategic Alliance for Global Reach
This partnership represents a major milestone for KNOX Hydration, aligning the brand with one of the world's premier mixed martial arts organisations. UFC's unparalleled global reach and reputation for athletic excellence provide an ideal platform for KNOX to showcase its innovative hydration solutions to a vast international audience.
Ethan Hughes, co-founder of KNOX Hydration, expressed his enthusiasm for the collaboration, stating: "This partnership with UFC is the culmination of countless hours of dedicated work and unwavering belief in our brand's core values. Since founding KNOX with Dricus du Plessis, our mission has always been to create a hydration brand that supports peak athletic performance while remaining accessible to everyone. Aligning with UFC powerfully validates this mission and enables us to introduce KNOX to a truly global community."
Supporting Elite Athletic Performance
John Schaefer, CEO of KNOX Hydration, highlighted the critical role of hydration in high-level sports: "UFC athletes consistently operate at the absolute limits of human capability, where optimal hydration is fundamental to their success. KNOX was specifically developed to deliver functional hydration without relying on caffeine. Instead, our formulas are powered by a precise blend of amino acids, electrolytes, and essential vitamins designed to enhance recovery, boost endurance, and support overall wellness. We are immensely proud to support UFC and its athletes with products engineered for genuine performance."
Nicholas Smith, TKO Senior Vice President of Global Partnerships and Head of International, welcomed the new alliance: "KNOX Hydration stands out as a pioneering brand in the hydration sector, with a clear focus on supporting elite athletes, making them a perfect strategic fit for UFC. We are excited to launch this partnership at the upcoming UFC 325: VOLKANOVSKI vs. LOPES 2 event."
Brand Activation and Consumer Education
The partnership will see KNOX Hydration strategically activate its brand across UFC's extensive global platforms. This includes prominent visibility at international live events, during broadcasts, through engaging social media content, and via various fan-facing activations. This multi-channel approach reinforces a shared commitment to the core values of performance, discipline, and resilience.
Mark Jacobs, Director of Global Marketing at KNOX Hydration, explained the broader impact: "UFC provides us with an unmatched platform to champion the vital importance of proper hydration and to educate fans worldwide about why superior ingredients are crucial. Together, we are setting a new benchmark for what effective performance hydration should be."
Product Range and Market Positioning
KNOX Hydration offers a range of products tailored for active lifestyles. Its portfolio includes great-tasting, ready-to-drink sparkling beverages available in both regular and sugar-free varieties. The brand also provides convenient electrolyte powder sachets for on-the-go hydration. Every formula is meticulously crafted to support peak performance through optimal hydration, delivering essential amino acids, electrolytes, and vitamins without caffeine or unnecessary stimulants.
Ideal for elite athletes and high-performing individuals alike, KNOX Hydration is designed to fuel the body effectively before, during, and after intense physical activity. This partnership signals KNOX's evolution into a formidable global brand, leveraging UFC's massive international fanbase to connect with new markets and consumers who prioritise clean, effective hydration solutions.
With this announcement, KNOX Hydration continues its rapid ascent as a trusted hydration provider for elite competitors and everyday consumers of all ages, now bolstered by the endorsement of one of the most powerful and recognisable sports brands on the planet.
