Asia's largest sports media property One Championship (similar to the UFC in America) recently announced a multi-year deal with Tumi, a manufacturer of high-end suitcases and bags for travel.
The tie-up includes "live broadcast integrations" and developing a travel case and slings designed specifically for the prestigious One World Championship belt. The two companies will also work together on a variety of exclusive marketing and branding activations via the partnership.
From a marketing perspective, the deal is more significant than it may sound. The belt is essentially the public-facing symbol of the international fight organization. If Tumi's brand is tethered to the belt itself, that equates to massive long-term earned media exposure for the brand.
Each One World Champion will also get an custom Tumi sling. It will let them carry and store the coveted belt, feature Tumi's FXT Ballistic Nylon, special leather detailing, and a quilted interior for protection. According to the brand, the sling "echoes the signature design language of the Tumi Alpha 3 collection."
Chairman and CEO of One Championship Chatri Sityodtong said, "The One World Championship belt represents the journey of the greatest martial artists who reach the pinnacle of their sports through an unparalleled passion and dedication to excellence. Our partnership with Tumi celebrates this achievement by honoring and protecting their most prized possession. I am thrilled to team up with a brand of Tumi's caliber to elevate this experience for our athletes and fans watching around the globe."
Victor Sanz, creative director of Tumi Global, added, "The ONE World Championship belt embodies the relentless drive and dedication that ONE Championship athletes demonstrate in pursuing their craft." The brand is sold globally in more than 75 countries with roughly 2,000 points of sale.