There’s a new tag team in the fight against unhealthy eating habits and the lack of fitness nationwide.
Trifecta recently announced it will now serve as the official meal delivery partner of the UFC. This first-of-its-kind partnership opens up an entirely new sponsorship category, both for the mixed martial arts organization and perhaps other sports leagues as well.
It’s that aspect of the new pairing that UFC Senior Vice President of Global Partnerships Paul Asencio finds most compelling. “We’re excited to bring Trifecta on board to create a new partnership category for UFC,” he said.
Trifecta Nutrition is the nation’s largest all-organic meal delivery service, almost like Blue Apron — except healthier — and all the meals are already made for you. Co-Founder and CEO Greg Connolly created Trifecta with quite a noble, ambitious goal in mind.
“We aspire to get America back into shape,” Connolly said when discussing what makes this partnership with the UFC a natural fit. “UFC is a sport with a real focus on fitness and nutrition. It’s a huge component for the entire organization and its fanbase, given it’s a physically intense, weight-class driven sport.”
The partnership itself entails incorporating the UFC logo on the actual meal “boxes” themselves, which will also prominently say “Official Meal Delivery Partner of the UFC.” Trifecta Nutrition will also have a noticeable presence at the UFC Performance Institute — the organization’s training facility — and all UFC live events.
That’s only scratching the surface, though, as Connolly hinted.
“Yes, Trifecta will have some presence in and around the Octagon on fight night; but the more innovative, interesting part of our partnership with UFC is the real emphasis on digital,” he stated.
The two parties will put together a co-branded video series on YouTube featuring a behind-the-scenes with some of the fighters, with a particular focus on meal prep and nutrition. There will also be aggressive, fully integrated social media campaigns across all UFC and Trifecta platforms.
It’s that commonality in leveraging the importance of digital marketing most crucial for this relationship.
As Connolly mentioned, “UFC has 62 million follows across all platforms, so this gives us the ability to engage with customers and a fanbase that talk about nutrition on a regular basis. So this is really set to become a pillar of our marketing platform.”
Another aspect that shouldn’t be overlooked is that online is where the majority — if not all — of Trifecta Nutrition’s customers can be found. After all, it is an online ordering meal delivery service, so the company’s target market is primarily those very people avidly consuming social media. That’s also where most of the transactions take place.
Gaining such a large foothold on digital platforms is a great play for the nutrition company, as it lets Trifecta engage with the customers where they are. This also gives access to an audience with a pre-existing interest in fitness and nutrition. As Connolly pointed out, “UFC is the ideal partner to help us evangelize clean eating and further spread the word about healthy meal prep and meal delivery with Trifecta.”
This pairing compliments each entity perfectly, exemplifying how effective finding like-minded partners can be in the sports business industry.