The Ultimate Fighting Championship (UFC) has secured the Skilled Trades College of Canada (STC) – which specializes in training young people in skilled trades – as a Canadian sponsor.

STC will place ads in the arena during UFC events and set-up in-venue booth activations that “will provide opportunities for in-person fan engagement,” according to a press release. UFC will launch STC-branded content across social media and a pre-roll video on YouTube. 

Their partnership activates on Jan. 20 during the UFC 297: Strickland vs. Du Plessis event, which will be held at Scotiabank Arena in Toronto. All marketing materials for the event, including round cards, will feature the STC brand. 

NewPath Sports and Entertainment is in charge of media buying and The Influence Agency handles the creative.

“Our partnership with the UFC was built on the synergies which exist between our two brands. Grit, determination, training, and perseverance to become a champion are the qualities that create success in the Octagon and on the construction site,” STC chief operating officer Mike Di Donato tells MiC. “Motivating young people to open their minds to a lucrative career in construction by leveraging the popularity of the iconic UFC brand is the basis of this partnership.”

As part of the collaboration, STC will also host two UFC viewing parties this year. They will include auctions, with all revenues going to Steel Toe Careers, a non-profit organization that gives scholarships to young people interested in working in the construction industry. Additionally, the STC will provide 12 scholarships to students who want to participate in its programs this year.

This is STC’s second partnership in the sports arena. In 2022, the company inked a three-year agreement with Toronto Raptors player Scottie Barnes to provide a scholarship for young BIPOC people who want to pursue skilled trades.