In July 2010, the UFC revealed it was not going to re-up its outfitting deal with Reebok. Instead, the promotion announced that beginning in April 2021, Venum — a respected manufacturer in the combat sports arena — would serve as the UFC outfitting partner.
“Everything in life is about timing, and this Venum deal couldn’t come at a more perfect time,” UFC president Dana White said after the UFC 251 weigh-ins in July 2020. “This weird place we’re in right now, in the entire world, with sports and business and everything going on, these guys were the right people at the right time.