UFC and Rugiet announced a multiyear marketing partnership that makes the men's healthcare company an official partner of the mixed martial arts organization with exclusivity in hair growth and erectile dysfunction treatment categories in the United States.

Under the agreement, Rugiet will receive branding integration across UFC's events in the U.S., including numbered events and Fight Nights. The company's branding will appear inside the Octagon during every UFC Fight Night in the U.S., as well as episodes of "Dana White's Contender Series" and "The Ultimate Fighter" reality series.

Rugiet will also receive commercial time during UFC broadcasts on Paramount+ and CBS as part of UFC's broadcast partnership with Paramount. The deal includes a unique activation called the Rugiet Privacy Cover, used by some UFC athletes during official weigh-ins when they undress to step on the scale.

"We're always energized to partner with brands that lead, not follow, and Rugiet is doing exactly that," said Mike DiNuzzo, UFC's Vice President and Head of U.S. Business Development.

Rugiet CEO Mike Apostal said the partnership allows the company to "lead the conversation around men's health on a global stage" and aims to destigmatize conditions affecting men's health.

Founded in 2020, Rugiet launched with a 3-in-1 erectile dysfunction treatment called Ready and has expanded to offer treatments for hair loss, weight management, and testosterone therapy. The company states it has served more than 400,000 men.

The partnership includes an annual brand ambassador fund for appearances, content, and campaigns with UFC athletes. UFC is part of TKO Group Holdings (NYSE: TKO) and produces more than 40 live events annually.