Senior Counsel

TKO and Supersure announce Official multiyear marketing partnership across UFC, ZUFFA BOXING & UFC BJJ. Apr. 10, 2026 LAS VEGAS, Nev., April 10, 2026 - TKO Group Holdings, Inc. (NYSE: TKO) today announced a multiyear sponsorship agreement with Supersure, a technology-enabled licensed insurance agency, in which Supersure will be integrated within UFC, Zuffa Boxing, and UFC BJJ events in the United States, providing Supersure with unprecedented reach and exposure with engaged sports fans. Under the new agreement, Supersure will become the Official Small and Medium Business Insurance Partner across UFC, Zuffa Boxing, and UFC BJJ, marking the first time TKO has opened this category to a brand sponsor. "Supersure is created for business owners like me that like to fight and take risks," said UFC President & CEO Dana White. "They are tech-driven, think differently, and aren't afraid to challenge the old way of doing business. I'm excited to partner with them across UFC, Zuffa Boxing and BJJ." "We're thrilled to join with TKO and UFC, bringing Supersure to one of the biggest stages in sports," said Howard Makler, Co-Founder & CEO of Supersure. "Dana White changed the game for combat sports. We're changing it for business insurance. Same energy. Different fight." "Like TKO and UFC, Supersure refuses to accept the status quo," said Rodney Rad, Co-Founder & President of Supersure. "That's why we're shaking up the insurance industry for business owners. Now we get to bring that message to one of the biggest stages in sports." According to consumer data and intelligence company Resonate, UFC's audience indexes high for entrepreneurship and small business ownership, making this partnership a natural fit. As an Official Sponsor of UFC, Supersure will be integrated into premium UFC assets with extensive activations in selected UFC Numbered Events and Fight Nights, including brand placement in the world-famous Octagon(R) and numerous broadcast features. Supersure will also have a significant presence within UFC's massive digital ecosystem, including X, Instagram, Facebook, and YouTube, providing opportunities to continually engage with fans. Additionally, Supersure will receive commercial time during the broadcast of UFC FREEDOM 250, the landmark event taking place on the grounds of the White House on Sunday, June 14, which will be exclusively distributed by Paramount+ in the United States. Supersure branding will also be integrated into selected ZUFFA BOXING events, featuring high visibility logo placement on the ropes across all four sides of the ring throughout the fight card. Supersure will also be featured across all UFC BJJ events, highlighted by prominent signage on the competition mat. Supersure will first activate the partnership at UFC 327(R): PROCHÁZKA vs ULBERG, which takes place this Saturday, April 11 in Miami, Florida at Kaseya Center. In the main event, a thrilling contest sees former UFC light heavyweight title holder and current No. 2 ranked contender Jiří Procházka square off with No. 3 ranked Carlos Ulberg for the vacant, undisputed UFC light heavyweight championship.

TKO and FRE Nicotine Pouches announce Official partnership across UFC, Zuffa Boxing, PBR, and more. The Multiyear Partnership Establishes FRE as an Official Partner Across six TKO Properties Apr. 9, 2026 TKO Group Holdings, Inc. (NYSE: TKO) today announced a comprehensive multiyear partnership with FRE Nicotine Pouches (NYSE: TPB), a leading pouch brand designed by users for users. The first-of-its-kind collaboration will connect adult nicotine users to custom integrations and experiences across six TKO-affiliated properties, with FRE becoming the Official Nicotine Pouch Partner of UFC, Zuffa Boxing, PBR, and UFC BJJ, as well as IMG-owned World's Strongest Man and Formula Drift. These properties deliver unparalleled reach into some of the most engaged and passionate adult fan bases in sports. With an audience of over 90% adults (21+) as measured by Nielsen National TV Ratings (2025), UFC provides an ideal platform for the responsible marketing of adult consumer products to current nicotine users, boasting a broader penetration of adult nicotine users versus other sports media audiences, as measured by YouGov (2026). "TKO was built to partner with brands that want to show up in a big way across the world's most passionate fan communities," said Grant Norris-Jones, Executive Vice President & Head of Global Partnerships for TKO. "FRE is bringing a modern, differentiated product to market for the moments that matter most. This partnership unlocks a powerful platform across our industry leading assets, including our latest offering, Zuffa Boxing, and will enable FRE to reach adult customers at unmatched scale." FRE will partner across premium formats to deliver exclusive fan activations, custom content, and on-site experiences for adult nicotine users. From the UFC Octagon and Zuffa Boxing ring, to the PBR bucking chute and Formula Drift racetrack, FRE will be at the center of the action. "TKO and FRE share the same values: bold, performance-driven, and built for people who push themselves to compete at the highest level," said Summer Frein, Chief Growth Officer of Turning Point Brands. "That alignment is what makes this partnership a natural fit. From Motor Sports to PBR to combat sports, including the UFC, FRE is establishing itself as the brand of choice for adult consumers who want to Own Their Edge." FRE pouches are becoming the brand of choice for adult consumers who compete at the highest level - in sports or in life. Featuring pre-primed moisture technology in each pouch, offering the widest range of nicotine strengths from 3-15mg and available in 20-count tins or 100-count Mega Packs, FRE's offerings meet consumers where they are in the moments that matter most. FRE will kick off its UFC partnership at UFC 327: PROCHÁZKA vs ULBERG, which takes place this Saturday, April 11 in Miami, Florida at Kaseya Center, with a pair of all-action title fights.