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The UFC’s social media catchphrase, “Get the job done” caught the attention of apparel-brand Bisley Workwear that has now signed as the sport’s global workwear partner.
Bisley, owned by ASX listed Gazal Corporation Group, has signed a three-year deal with the UFC and will receive significant branding inside the Octagon for fights in Australia and New Zealand.
Marketing manager, Toni Westlake, told Sponsorship News that UFC had been using a catch phrase similar to Bisley’s ‘Get the job done’ in its social media and that alignment was what first got their marketing team’s attention.
Although the deal gives Bisley branding for Australian and New Zealand UFC fights, the partnership also sees it become a global workwear partner of UFC. This will be used to boost the company’s international expansion.
Bisley recently launched in the UK and according Westlake, exposure through the broadcast of fights into the UK will help it generate brand awareness in its new market.
Westlake said an Australia and New Zealand consumer promotion offered customers spending more than $150 with Bisley an opportunity to win ring-side UFC tickets. A parallel trade promotion also provided tickets to retailers signing the most customers in the campaign.
Bisley Workwear is already a sponsor of the Supercars Australia where it runs a customer promotion offering tickets to the motorsport’s marque races including the upcoming Bathurst 1000. It is also a premier partner of the Sydney Roosters NRL club where it sponsors the team trainers and coaching staff.
The company additionally has an ambassador deal with TV personality Scott Cam of Network Ten’s The Block.
Westlake revealed the company will also soon be announcing five female ambassadors.
