UFC champ Israel Adesanya becomes first MMA fighter to sign sponsorship deal with Puma

Unbeaten UFC middleweight champion Israel Adesanya will have new reasons to smile while walking to the cage for his main-event title fight versus Paulo Costa (13-0) at the UFC 253 show held at the "Fight Island" site on Yas Island in Abu Dhabi on Sept. 26. 

Fans watching at home won't be able to see those reasons until the promotion's cameras are off. 

ESPN's Ariel Helwani reported on Thursday that Adesanya has put pen to paper on a multiyear apparel and shoe sponsorship with Puma. The 31-year-old who holds a record of 19-0-0 is the first mixed martial artist sponsored by Puma. 

As Helwani added, Adesanya cannot wear any Puma gear inside the octagon for fights due to UFC agreements with other companies (Reebok currently, Venum in April 2021). Helwani did, however, note that Adesanya is expected to become the face of Puma's Oceania division and be utilized in global marketing campaigns. 

Adesanya hasn't competed since he successfully defended his championship versus Yoel Romero in March. Costa, also undefeated, beat Romero in August 2019 but hasn't fought in over a year. 

During a Thursday appearance on "SportsCenter," UFC boss Dana White hyped Adesanya-Costa as "without a doubt the fight of the year."