Ultimate Fighting Championship (UFC) will be losing one of its major sponsors now that Xyience, which marketed "hardcore" energy drinks and various nutritional supplements, was sold to Big Red Ltd., an independent soda company based in Austin, Texas. MMA Payout first reported the sale earlier this week.
Bevnet.com spoke with Big Red CEO Gary Smith:
Big Red's resources and selling system could create significant growth opportunities for Xyience. And even though the brand will end its time as the self-proclaimed "official energy drink of the UFC," Xyience won't forget these consumers. Rather, Smith wants the brand to also reach other healthy people, such as Crossfit athletes, Color Run participants, and marathoners, for example.
"I'm just gonna soften it up a little bit," Smith said. "Make it a little less hardcore than the image that it's got today."
Xyience, which sponsored top mixed martial arts (MMA) fighters like UFC women's bantamweight champion Ronda Rousey, among others, had sales upward of $45 million from 2013-14. Not surprisingly, Xyience employees declined to comment on the acquisition.
For more on Xyience check out the official website here.