Xyience Xenergy, the official energy drink of the UFC, has signed a one-year endorsement contract with Ronda Rousey, the UFC women’s bantamweight champion. Rousey, 26, is an Olympic bronze medalist in judo and is the first woman in history to hold and defend a UFC title. In endorsing the sugar-free, zero calorie Xyience Xenergy energy drink and Xenergy + beverage lines, Rousey will appear in advertising, on point-of-purchase materials and on the brand’s website. She will also make appearances at beverage trade and consumer events.
“Ronda’s excellence in athletic performance is only part of what makes her a huge inspiration to athletes and fans,” explains John Lennon, Xyience’s president. “She is a fearless agent of change within [mixed martial arts], whose passion for her sport and dedication to achieving her goals embodies the spirit of our brand’s philosophy: Power to Win. We are proud to be associated with such a talented and articulate athlete.”
Rousey is a two-time Olympian in judo. She made history in November 2012 when the UFC announced the former Strikeforce bantamweight champion-turned-UFC champion would headline UFC 157: Rousey vs. Carmouche on February 23, 2013 in Anaheim, Calif. Rousey defended her title, and since then the California native has shot even further to stardom.
Rousey was named Female Fighter of the Year at the World MMA Awards early this year. She 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, which is determined monthly by a panel of MMA journalists and is acknowledged as the only official women’s ranking in the sport.
“The XYIENCE brand has been a huge part of MMA culture for so many years, so it is really exciting for me to be a part of the team,” said Rousey. “I feel it is important to be aligned with people and brands who believe in what I am trying to achieve. Because of its long history in the sport, XYIENCE understands the significance of this moment in time for women in MMA. I’m honored to be a part of the XYIENCE brand.”
According to Lennon, XYIENCE Xenergy has attracted a large number of female consumers – approximately one-third of its consumer base. “According to research that we conducted in early 2012, females’ preferences for Xenergy included its superior flavor and the fact that it is sugar- and calorie-free. Ronda is an excellent spokesperson who will be an integral part of XYIENCE and communicating our brand message to this growing audience.”