How Hostage Tape Became UFC's Sleep Innovation Partner

The global mixed martial arts community just witnessed a significant expansion in athlete wellness solutions. UFC has officially partnered with Hostage Tape, establishing an exclusive collaboration in the sleep aid category that marks a historic first for the world’s premier combat sports organization.

A New Category for Combat Sports

This represents the inaugural moment UFC has granted exclusive marketing rights in product categories including sleeping tape, nasal strips, and eye masks. Grant Norris-Jones, Executive Vice President and Head of Global Sponsorships at UFC & WWE, highlighted the strategic fit: “Hostage Tape embodies the same innovative spirit we see in our sport. Their commitment to enhancing consumer wellness aligns perfectly with UFC’s mission of pushing human performance to new heights.”

The agreement positions Hostage Tape as the Official Sleep Aid Partner of UFC, with global exclusivity across multiple sleep technology categories.

Broadcasting Reach and Global Visibility

The scope of this collaboration extends across UFC’s formidable media infrastructure. With broadcasts reaching 975 million television households across 170 countries and a fanbase exceeding 700 million individuals, Hostage Tape gains unparalleled exposure to UFC’s target demographic.

Hostage Tape founder Alex Neist emphasized the opportunity: “This partnership with UFC allows us to deliver our sleep and breathing solutions to a global audience. We’re committed to helping fighters, their fans, and everyday people achieve better sleep, enhanced athletic performance, and improved overall wellness.”

The brand will secure prominent placements within the iconic Octagon during select Fight Nights and strategic broadcast integrations across major Pay Per View events. UFC’s digital ecosystem—spanning 259 million social media followers and digital channels reaching 259 million users globally—provides additional activation channels for the sleep solution brand.

Performance Institute Integration and Fan Experience

Beyond broadcast visibility, the partnership includes a proprietary research initiative. The UFC Performance Institute, recognized as the world’s leading MMA training and sports science facility, will execute a comprehensive sleep study examining nasal breathing benefits. This data-driven approach aims to optimize recovery protocols for UFC’s athlete roster while generating insights applicable to the broader consumer market.

Fan engagement activations will feature prominently during UFC X in Las Vegas during International Fight Week, the organization’s premier annual fan gathering. Additional touchpoints include in-arena experiences, viewer sweepstakes, and limited-time sample offerings featuring five nights of sleeping tape and nasal strips.

Strategic Timing in the Wellness Space

This collaboration reflects broader industry trends prioritizing athlete recovery and sleep optimization. By integrating sleep technology directly into UFC’s ecosystem—from elite performer training to mainstream fan engagement—the partnership positions sleep aids as core components of athletic and personal wellness.

UFC reaches more than 700 million fans across 170 countries, providing Hostage Tape with distribution channels previously unavailable to sleep solution providers in the sports vertical.

Hostage Tape’s hypoallergenic, residue-free formula designed for breathability and flexibility aligns with UFC’s emphasis on supporting athletes through enhanced recovery methodologies and lifestyle optimization strategies.