• Associated Press via Houston Chronicle, Monday, January 21, 2008 11:01 AM

The Ultimate Fighting Championship has long wanted a big, mainstream sponsor -- and the country's fastest-growing sport finally has one, inking a long-term deal with motorcycle maker Harley-Davidson. "Every year, we've taken this thing to another level, but the one thing that wasn't there was the big, blue chip sponsor," says Dana White, president of the UFC.

"I think it's just the beginning. It's a perfect brand for us and the perfect brand for them." Under the terms of the pact, Harley will put its logo in the center of the UFC's Octagon, along with being the backdrop at weigh-ins and news conferences. Harley is looking to reach younger riders with the new program.

"We see our brand embodied in these fighters: young, aggressive, hard working individuals who cut against the grain," says Mark-Hans Richer, the company's chief marketing officer. "This is the first major worldwide sports sponsorship for Harley-Davidson outside the motorcycle-automotive category."

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