UFC appoints Australian Rene Valencia to international marketing role

Australian sports marketing veteran Rene Valencia has been appointed Vice-President of International Marketing Partnerships by the Ultimate Fighting Championship (UFC).

Valencia brings more than 16 years of experience to the rol having, most recently, been Global Head of Sponsorship at media rights agency MP & Silva, charged with managing the agency’s full sponsorship portfolio. Before that, he held leadership positions with the NBA.

In his new role, Valencia is responsible for building high-value relationships with corporate partners and sponsors globally.

In particular, Valencia will look to secure global partnership deals for UFC and maximise revenues on an international basis. He will be tasked to drive revenue through commercialising high-value UFC assets including fighter kit branding, digital and social-media content, broadcast programme The Ultimate Fighter, and event platforms.

To maximise UFC’s global reach, Valencia will manage international agency relationships and work closely with all UFC international offices to coordinate and maximise sponsorship revenue.

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