UFC and KNOX Hydration Announce Landmark Global Partnership
UFC®, the world’s premier mixed martial arts organisation, has officially named KNOX Hydration as its Official Hydration Partner outside of the United States, signalling a major milestone in the performance hydration brand’s international expansion.
The partnership highlights KNOX Hydration’s mission to deliver clean, performance-driven hydration to athletes and everyday consumers worldwide. By aligning with UFC’s vast global reach and reputation for elite competition, KNOX gains a powerful platform to showcase its innovative hydration solutions on one of sport’s biggest stages.
A Shared Commitment to Peak Performance
“This partnership with UFC is the result of countless hours of hard work and belief in what KNOX stands for,”.
said Ethan Hughes, Co-Founder of KNOX Hydration
He noted that since founding the company alongside UFC middleweight champion Dricus du Plessis, the goal has been to create a hydration brand that supports top-tier athletic performance while remaining accessible to the broader public.
“Aligning with UFC validates that mission and allows us to bring KNOX to a truly global audience,”.
Hughes added
From UFC’s perspective, the collaboration reflects a natural fit between two performance-focused brands.
Nicholas Smith, TKO Senior Vice President of Global Partnerships and Head of International, described KNOX as a pioneering player in the hydration space, emphasising its strong alignment with elite athletic performance. The partnership is set to launch at UFC 325: Volkanovski vs. Lopes 2, marking the beginning of global activations.
Hydration Designed for Elite Athletes
According to John Schaefer, CEO of KNOX Hydration, hydration is a critical factor in high-performance sport.
“KNOX was built to deliver functional hydration without caffeine, powered instead by amino acids, electrolytes and essential vitamins that support recovery, endurance and overall wellness,”.
he said
The brand’s formulations are designed to fuel athletes before, during and after competition, reinforcing its performance-first philosophy.
KNOX Hydration’s product range includes sparkling ready-to-drink beverages available in regular and sugar-free options, as well as portable electrolyte powder sachets for convenient hydration on the go. Each product is crafted to optimise hydration while avoiding unnecessary stimulants.
A Global Brand Moment
For KNOX, the agreement represents more than a sponsorship.
“This is a global brand moment. UFC gives us an unmatched platform to champion the importance of hydration and educate fans around the world on why better ingredients matter. Together, we’re setting a new standard for performance hydration.”
said Mark Jacobs, Director of Global Marketing at KNOX Hydration
As the Official Hydration Partner outside the U.S., KNOX will activate across international UFC events, broadcasts, digital platforms and fan experiences, strengthening the shared values of discipline, resilience and peak physical performance.
Accelerating Worldwide Growth
The announcement positions KNOX Hydration as a rapidly rising global brand trusted by elite athletes and active consumers alike. Backed by UFC’s powerful international presence, the partnership is expected to accelerate market expansion while reinforcing the importance of clean, effective hydration in modern sport.
With performance, accessibility and global visibility now aligned, the UFC–KNOX collaboration marks a defining step in the future of athlete-focused hydration.