LAS VEGAS – UFC, the world’s premier mixed martial arts organization, and Latin global superstar Anuel AA, will team up for an innovative marketing activation to promote Anuel’s third solo album, “Las Leyendas Nunca Mueren” at UFC 269: OLIVEIRA vs POIRIER this Saturday, December 11. Anuel AA is the first Latin artist to collaborate with UFC to promote a sports conceptual album, which features his admiration for influential cultural figures, including sports icons.
Anuel AA’s signature company, “Real Hasta La Muerte” will be the presenting sponsor of UFC Fight Replay for pivotal moments of the event’s main card. The company’s activation with UFC will include Anuel AA’s visuals, logo, and artistic concept for his third album, “Las Leyendas Nunca Mueren.” Anuel AA will also attend the event and collaborate with UFC to create digital and social content throughout the evening.
Anuel AA released his highly anticipated third album, Las Leyendas Nunca Mueren, last month. Inspired by his fans, Anuel wanted to create an album that projected persistence on the path to achieve his goals, as failure and success have been part of his personal journey. The project, which was developed over an eight-month period with the goal to offer fans the essence of Hip- Hop, Trap, and Reggaeton, features several tracks that showcase his versatility.
The project plays homage to several of Anuel’s personal icons, including Michael Jordan, Kobe Bryant, Floyd Mayweather, Conor McGregor, and Tupac. The album’s conceptual covers are accompanied by a trilogy of music videos directed by Anuel that depict the journeys of these icons who inspired the Latin Trap pioneer and his music.
“For me, this is a dream come true to be team up with UFC for my album promotion,” shares Anuel AA. “This partnership brings together my passion for music and sports. As a Latino, this represents that we are working together with major organizations to continue to represent our culture and share our stories.”
Anuel AA is internationally recognized for his breakthrough as a Latin Trap artist and has transitioned into one of the leading urban Latin musicians in the world. The award-winning songwriter and rapper started writing and releasing music online at the age of 14 in Puerto Rico and was soon discovered by the American Hip-Hop and underground trap movement led by Rick Ross’ Maybach Music. With his affiliation to the Hip-hop world, Anuel became one of the first Latin artists to record with Meek Mill, Lil Wayne, and DJ Khaled, among other Hip-Hop artists. Anuel created a cross-over demand between Latin Urban and American Hip-hop and grew an international following that placed him at the top of the Latin Trap genre.
In July 2018, Anuel released his first official album, Real Hasta La Muerte, which reached No. 1 on Apple Music worldwide and also became among the most-downloaded albums on all digital platforms and the most-listened-to Latin album during the first week of its release. In less than a month, Real Hasta La Muerte earned Platinum certification from RIAA.
UFC 269: OLIVEIRA vs POIRIER will be broadcast to nearly 900 million TV households across more than 170 countries. Digital content created around the event will be distributed to over 625 million followers globally across all major social media platforms.