Weinstein Co. Signs On as ‘UFC 100' Sponsor

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The Weinstein Co. will tap The Ultimate Fighting Championship to help promote the studio's upcoming film Inglourious Basterds.

The Weinstein Co will serve as a sponsor for the mixed martial arts franchise's July 11 UFC 100 pay-per-view event in Las Vegas. The studio's Inglourious Basterds film, written and directed by Quentin Tarantino and starring Brad Pitt, Diane Kruger, Mélanie Laurent, Christoph Waltz and Eli Roth, will have a logo presence inside the UFC's Octagon ring and will appear as an animated billboard at the start of the PPV telecast, according to UFC officials.

Trailers for the film also will be shown in-venue to a sold-out crowd of more than 11,000 fans.

"We are thrilled to be a presenting sponsor of UFC 100. UFC fans will love the Inglourious Basterds content we'll have as part of the event," said Francois Martin, senior vice president of The Weinstein Co. in a statement.

R. Thomas Umstead
R. Thomas Umstead

R. Thomas Umstead serves as senior content producer, programming for Multichannel News, Broadcasting + Cable and Next TV. During his more than 30-year career as a print and online journalist, Umstead has written articles on a variety of subjects ranging from TV technology, marketing and sports production to content distribution and development. He has provided expert commentary on television issues and trends for such TV, print, radio and streaming outlets as Fox News, CNBC, the Today show, USA Today, The New York Times and National Public Radio. Umstead has also filmed, produced and edited more than 100 original video interviews, profiles and news reports featuring key cable television executives as well as entertainers and celebrity personalities.