Skilled trades college lands marketing deal with UFC

Key Takeaways:

• The marketing partnership will showcases Skilled Trades College of Canada within UFC’s live events hosted in Canada, including Pay-Per-Views and Fight Nights.
• STC will receive brand integrations within UFC’s Canadian live events, including high visibility placement inside the octagon, and in-venue booth activations.
• The college will begin activating its partnership with UFC during UFC 297: STRICKLAND vs. DU PLESSIS on Jan. 20 at Scotiabank Arena in Toronto.

The Whole Story:

A new partnership is looking to land some heavy blows on skilled trades shortages in Canada.  

Mixed martial arts organization UFC, and Skilled Trades College of Canada (STC) announced a new marketing partnership that showcases STC within UFC’s live events hosted in Canada, including Pay-Per-Views and Fight Nights.

“We’re thrilled to welcome STC as an official UFC partner,” said Grant Norris-Jones, executive vice president and head of global sponsorships, UFC & WWE. “Their mission of providing young people vocational training to create a foundation for meaningful careers is a cause we are proud to use our UFC platforms to promote and support.”

As an official partner of UFC, STC will receive brand integrations within UFC’s Canadian live events, including high visibility placement inside the octagon, and in-venue booth activations that will provide opportunities for in-person fan engagement. In addition, UFC and STC will collaborate on custom content that will be distributed through UFC’s Canadian digital and social channels.

The construction industry is like being in the Octagon – the best trainers and coaches make the difference between winning and losing.

Mike Di Donato, chief operating officer, Skilled Trades College

“To partner with UFC and serve as Presenting Partner of UFC 297 is incredibly exciting and meaningful to all of us at Skilled Trades College,” said Ralph Cerasuolo, president and CEO of Skilled Trades College. “For almost 20 years, Skilled Trades College of Canada has educated and trained people to be job ready in the skilled trades. Partnering with UFC reflects our shared values with an understanding that opportunities need to be earned and seized.  Students at STC align with the qualities of grit, determination, and a work ethic that are necessary in the trades – and always visible inside the Octagon.”

STC noted that they are also launching the Building Champions Scholarship later this year which will unlock new opportunities for STC students.  The initiative aims to grant a full scholarship to 12 students to use towards any STC pre-apprenticeship program.

“Like UFC, we are always looking to evolve and innovate, and we are so excited to collaborate on such a meaningful endeavor,” said Cerasuolo. “Together, we are unveiling a first-of-its-kind scholarship that will transform the lives of 12 youth with the Building Champions Scholarship.”

Additionally, STC will host two viewing parties in 2024. The viewing parties will feature silent auctions with all proceeds benefiting Steel Toe Careers, a registered nonprofit in Toronto that provides scholarships to young people to gain equitable access to education and hands-on skills training to pursue a career in the construction industry.

“The construction industry is like being in the Octagon – the best trainers and coaches make the difference between winning and losing,” said Mike Di Donato, chief operating officer, Skilled Trades College.  “At STC we pride ourselves on providing the industry’s top training and employment services.   We are excited to work with UFC on the Building Champions Scholarship, and having those winners be trained, job ready, and into meaningful employment.”

STC will begin activating its partnership with UFC during UFC 297: STRICKLAND vs. DU PLESSIS on Saturday, Jan. 20 at Scotiabank Arena in Toronto, where they will serve as the presenting sponsor. Returning to Toronto for the first time since 2018, the event will feature a world championship double header, headlined by a middleweight championship bout between Sean Strickland and No. 2 ranked contender Dricus Du Plessis. Also, a new women’s bantamweight champion will be crowned when No. 2 ranked contender Raquel Pennington battles Mayra Bueno Silva.