The Brazilian Jiu-Jitsu world is buzzing with news of a significant sponsorship shake-up as UFC’s new grappling venture finds its official gear partner. While industry giant Venum opted out of backing UFC’s BJJ expansion, combat sports equipment manufacturer Hayabusa seized the opportunity to become the exclusive outfitter for the promotion’s new series.
The sponsorship landscape shift became apparent when Venum, currently the UFC’s official MMA uniform and apparel partner, declined to extend their relationship into the organization’s BJJ territory. A Venum representative who manages the company’s UFC relationship confirmed the decision, stating they “did indeed pass on it” and explaining that the UFC “placed more value on it than we did and we didn’t agree on the price tag.”
This revelation has sparked considerable discussion within the grappling community, with many viewing Venum’s decision as particularly telling. As one observer noted, “Venom thinks there’s no money in it. They’re also one of the major OG MMA brands so them not having faith in it says a lot.”
The partnership announcement came with considerable fanfare, as UFC CEO Dana White expressed his enthusiasm for the collaboration. “I want to thank Hayabusa for their support and their belief in this brand. We’re going to do amazing things together to build this sport,” White declared.
Hayabusa CEO Ken Clement echoed this sentiment, emphasizing the transformative potential of their partnership. “We’re thrilled to partner with the UFC in launching this powerful milestone with UFC BJJ. This marks a historic new chapter for Jiu-Jitsu,” Clement stated. “Jiu-Jitsu teaches resilience, discipline, and connection, and we believe it holds transformative value for everyone.”
Meanwhile Hayabusa’s gear worn on the show sans logo goes for about $10 less giving you the proper idea about how much UFC branding is worth on BJJ gear.
The sponsorship deal extends beyond simple gear provision, encompassing custom competition uniforms for the inaugural UFC Brazilian Jiu-Jitsu events and the organization’s reality series “Road to the Title.” Athletes competing in the new format will be outfitted head-to-toe in Hayabusa gear, marking a departure from the more flexible sponsorship arrangements seen in other grappling competitions.
However, this exclusivity arrangement has raised concerns among BJJ practitioners and fans who remember similar restrictions from the UFC’s early uniform deal implementation in MMA. The move blocks athletes from displaying their personal sponsors during competition, potentially limiting income opportunities for grapplers who already face financial challenges in a niche sport.
The timing of Hayabusa’s entry into this space is particularly noteworthy given the company’s limited presence in the BJJ market compared to their established position in other combat sports. Critics have pointed out that “Hayabusa barely even makes BJJ gear,” raising questions about their readiness to serve as the exclusive outfitter for a major grappling promotion.
The retail component of the partnership has also generated discussion, with the initial product line featuring premium pricing that some consider steep for the grappling community. Rash guards, shorts, and spats are all priced at $89.99, with vale tudo shorts at $69.99, positioning the UFC BJJ merchandise at the higher end of the market.
Despite these concerns, the partnership represents a significant investment.
Hayabusa was rumored to be in the running prior to the first UFC’s Venum deal. In March of 2024, UFC re-upped the Venum contract through 2029. It’s interesting to see UFC go from reebok to niche brands such as Venum and Hayabusa instead of trying to go mainstream.
