UFC’s Ronda Rousey Extends Endorsement Deal with XYIENCE Xenergy

XYIENCE Xenergy, clinic the official energy drink of the UFC, has announced today they have renewed their endorsement deal with Ronda Rousey, the UFC women’s bantamweight champion.

As a part of the one-year agreement, the 27-year-old (9-0-0) will appear in the energy drink brand’s advertising, on point-of-purchase materials and its website. The brand will continue to build consumer promotions around the first female UFC champion.

Rousey is the No. 1 pound-for-pound female MMA fighter in the world according to leading industry publications and the Unified Women’s MMA Ranking. She has a role in The Expendables 3, a Sylvester Stallone film that is due to hit theaters in August 2014. 

Outside of the octagon, XYIENCE’s relationship with Rousey has also been a huge win on the retail floor. In late 2013, XYIENCE launched a limited edition Cherry Lime collector can that included the two-time Olympian’s image that proved to be a winner for the brand.

“XYIENCE is thrilled to have Ronda on the team,” said John Lennon, XYIENCE’s president. “Outside of the cage, she’s also a dominating force. In 2014, her collector can was available in November and December as part of the excitement leading up to UFC 168 that was in late December,” explained Lennon. “Those are traditionally slow months for the energy drink category, but during that period our sales increased 12 percent over 2012.”

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