NEW YORK CITY, New York — Last week, sports apparel and equipment company Respect Your Universe (RYU), (OTC:RYUN), made an announcement that it had partnered with the Ultimate Fighting Championship (UFC). The sponsorship agreement would make RYU and official sponsor for five UFC events in Las Vegas, Nevada.
Shortly after the partnership between RYU and the UFC became official, RYU then announced that it had agreed to terms with a top welterweight fighter in its first athlete endorsement deal.
Jon Fitch was the fighter that RYU carefully selected, after extensive research, the company said. RYU president John Wood elaborated, "Jon embodies the spirit and essence of respect, honor, strength, and nature; the pillars of RYU. We look forward to working with Jon and his team in the continuing growth of RYU."
Fitch is widely regarded as one of the top pound-for-pound MMA fighters in the world. He will return to the Octagon this Friday night against former two-time NCAA Division I wrestling national champion turned MMA star Johny Hendricks as part of the main card of UFC 141 - Lesnar vs. Overeem at the MGM Grand Garden Arena in Las Vegas, Nevada.
To formally announce their endorsement deal with Fitch ahead of this weekend's fights, RYU gave Fitch the red carpet treatment of advertising power this week. They made the announcement official by unveiling a huge billboard in Times Square of New York City, which will be visable to the millions of people who will be celebrating there this weekend, when the ball drops during the nation's annual New Year's Eve celebration.