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Israel Adesanya has a new sponsor.

It was announced Thursday that Adesanya, the UFC middleweight champion, signed a sponsorship deal with Puma – one of the world’s leading athletic apparel brands. Adesanya (13-0 MMA, 5-0 UFC) becomes the first MMA fighter to be an ambassador for Puma.

Pancho Gutstein, general manager of Puma Oceania, said the company is thrilled to partner with the undefeated champ.

“We’re ecstatic to be welcoming one of New Zealand’s most acclaimed athletes to the Puma family,” Gutstein said in a statement.”Not only is Israel a fearless and incredibly talented athlete, but his passion for dancing, fashion, anime, and his memorable personality makes him a standout individual to represent the brand.”

The announcement comes as Adesanya prepares for his second UFC middleweight title defense against dangerous unbeaten striker Paulo Costa. The middleweight clash is set to headline UFC 253 in Abu Dhabi on Sept. 26.

Below is a video of Adesanya announcing the partnership (via Twitter):

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