WSOF champ Georgi Karakhanyan discusses new Reebok sponsorship deal

World Series of Fighting featherweight champion Georgi Karakhanyan this past week signed a one-year deal with Reebok that will see him endorse the world-famous apparel maker across multiple platforms.

“I’m very happy to partner up with such a good brand and make a lot of noise this year,” Karakhanyan (23-3-1) today told MMAjunkie Radio.

Although Karakhanyan declined to discuss financial terms of the deal, his manager, Mike Kogan, confirmed the endorsement’s timeframe. He said the deal could be extended if the fighter proves a good fit while wearing shoes for running and CrossFit training.

Karakhanyan, who is currently unbooked for his next bout, said he’ll soon travel to Moscow to appear in commercials and photo shoots for Reebok’s ZQuick line of shoes, which are specialized for runners.

“It’s my first time in Russia in 16 years,” said Karakhanyan, who originally hails from the country’s capital. “I get to go back and see the motherland.”

In 2013, Reebok entered the MMA market by backing UFC fighters Jamie Varner and Johny Hendricks, who this past October renewed his sponsorship deal in advance of his UFC 167 title fight against now-former welterweight champ Georges St-Pierre. Former UFC champ/current Bellator MMA competition Quinton “Rampage” Jackson also inked a deal with the apparel company, though he parted ways with the company earlier this year.

Karakhanyan, a former soccer player, said he was introduced to Reebok in the same manner as Varner and Hendricks when he participated in a Spartan Race, which puts athletes through a timed obstacle course.

Karakhanyan described the experience as harder than his regular job as an MMA fighter and champion. At this past December’s WSOF 7 event, he earned a third-round submission win over Lance Palmer to win the promotion’s 145-pound title.

Reebok will craft custom apparel for his next fight, he said.

“This is just the beginning,” Karakhanyan said. “Every day I wake up, it’s like my first day doing MMA. I’m just training as hard as I can.”

As a soccer fan, he used to fantasize about the sponsorship deals of famous players. While he might not be on par with Pelé, he can now claim a major backer of his MMA career, which is currently blossoming on the strength of a nine-fight winning streak, which has him ranked No. 14 in the latest USA TODAY Sports/MMAjunkie MMA featherweight rankings.

“It’s very surreal,” Karakhanyan said. “My hard work is paying off, but again, in my head, I’m not a different person because of this deal. I’m the same person. I’m very humble.

“This is good, but I’m on to better things, and I want to win a lot of fights. This fight after, I want to be in the top 10.”

For more on WSOF’s upcoming scheduled, stay tuned to the MMA Rumors section of the site.

MMAjunkie Radio broadcasts Monday-Friday at noon ET (9 a.m. PT) live from Mandalay Bay Resort & Casino’s Race & Sports Book. The show is hosted by “Gorgeous” George Garcia, MMAjunkie lead staff reporter John Morgan and producer Brian “Goze” Garcia. For more information or to download past episodes, go to www.mmajunkie.com/radio.