UFC is bringing 7-Eleven into the Octagon, announcing a new partnering with the convenience store chain to serve as UFC’s first-ever “Official Convenience Store” throughout the US and Canada. As part of the partnership, the two brands will launch a peel-to-win Big Gulp sweepstakes on Sept. 1, with more than 1.8 million individual prizes available at participating locations. In addition, 7-Eleven will see product placement inside UFC’s Octagon along with a presence on UFC.com and live-event programming, as well as being integrated across multiple UFC-based social and digital platforms.

“UFC has a huge fan base of both male and female young adults who like to shop at convenience stores, making this promotion a great match-up,” said 7-Eleven Marketing Director Maria Trujillo. “With one in four of those UFC convenience store shoppers choosing 7-Eleven, that leaves a lot of potential to reach an untapped audience that is important to us. I believe this collaboration that includes exclusive UFC merchandise and a prize on every Big Gulp cup provides a great incentive to entice even more fans to shop at 7-Eleven.”