Despite the new Reebok sponsor era, Microsoft-owned Xbox was in the Octagon. However, it was not on the shorts or t-shirt of long-time sponsor, Demetrious Johnson. At UFC 191, Xbox promoted its upcoming Halo edition, “Halo 5: Guardians” with Octagon signage and sponsoring the fighter prep point outside the Octagon.

Xbox had been the only in-Octagon sponsor for Johnson in the UFC Octagon for years. However, with the new sponsorship rules, his future business relationship with the Redmond, Washington-based company is in question.

Despite not sponsoring Johnson, seeking to capitalize on a target demo of young fans, it had signage at UFC 191. In addition to the signage, it presented the “Tale of the Tape” for the PPV fights

To be clear, we do not personally know that Microsoft paid money for its signage and sponsoring the Tale of the Tape. But let’s review some facts.

The UFC instituted a sponsorship fee for brands to be shown in the Octagon and on its fighters.

On July 1, 2015, Reebok became the official clothing sponsor of the UFC. As a result, a new policy was instituted that no other sponsors (outside of official UFC sponsors) would be worn by fighters during promotion of the fight, fight week and on the night of the fight.

MMA Fighting indicated that Johnson’s Xbox sponsorship was in “limbo” due to the Reebok policy. Johnson remained upbeat about the new company policy despite losing out on his sole in-Octagon sponsor.

At UFC 191, Xbox had in-Octagon signage and sponsored the fighter prep point as well as the “Tale of the Tape.”

Johnson did not have an Xbox logo on his shorts although champions such as Ronda Rousey and Conor McGregor sported an additional logo (both Monster Energy Drink) with their Reebok kit.

It’s plausible, but not possible that the UFC allowed Xbox to promote its new game without paying for it. But, in my opinion, I doubt it.

Payout Perspective:

It’s like taking your long-time girlfriend to a work party and she leaves with your boss. Unless Zuffa and Microsoft are working on a sponsorship deal to make Xbox the official video game platform of the UFC and Johnson can continue his relationship with Xbox, DJ may have unknowingly handed over a blue-chip sponsor to the UFC without an official finder’s fee. Maybe DJ is getting unreported additional compensation but on the outside looking in, this has to be disappointing for Johnson from a business perspective. For Xbox, the brand is just executing its promotional campaign in reaching out to its target demo. It’s hard to find fault in sponsoring the UFC.