XYIENCE Extends Brand Ambassador Contract with Mixed Martial Arts Icon Matt Serra

Oct. 19, 2010 - PRLog -- LAS VEGAS —XYIENCE announces that it is extending its relationship with mixed martial arts (MMA) fighter Matt Serra. The former Ultimate Fighting Championship (UFC) welterweight champion has been a brand ambassador for XYIENCE, the maker of Xenergy, the official energy drink of the UFC, since May 2009.

“Matt Serra is not only an exceptional athlete, but he’s proven to be a savvy business owner who understands the value of our partnership,” says Michael Levy, XYIENCE COO and CFO. “Matt connects easily with fans during personal appearances and creates a memorable experience for each person. He has also played a big role in creating synergy among our team of athletes and working with us to more closely align our team with the XYIENCE brand,” says Levy. Serra, a Long Island, N.Y. resident, runs two MMA training facilities, Serra Brazilian Jiu-Jitsu Academies also in Long Island. He was the first American promoted to black belt in Brazilian jiu-jitsu (BJJ) under the legendary Renzo Gracie.

“Matt’s longevity and historical role in the sport that makes him a valuable XYIENCE team member,” explains Jessica Hughes, XYIENCE’s marketing director who oversees fighter relations. “At XYIENCE, we value our loyal consumers who are devoted MMA fans and we strive to be a part of their lifestyle. By aligning with core MMA athletes like Matt, we can accomplish that goal.” A favored son of the East Coast MMA community, Serra provided XYIENCE with a valuable presence in the area. During the past year, XYIENCE has experience tremendous growth in its distribution on the East Coast.

XYIENCE recently worked with Serra to design its “The Terror” t-shirt, which features both the athlete and the XYIENCE logo. “My relationship with XYIENCE is very much a partnership,” says Serra. “We’ve found interesting ways to work together to accomplish our respective goals, and that’s what makes us successful. I’m looking forward to working with XYIENCE to create great opportunities for the fan base that we both value.”

Through televised broadcasts of UFC events, the XYIENCE brand reaches some 100 million-television households in North America.  As a part of XYIENCE's UFC sponsorship relationship, its logo receives prime positioning on the mat and bumpers of the octagon. This often results in a fight's critical moments taking place on or next to the XYIENCE and Xenergy logos, and translates into millions of viewer impressions for XYIENCE.  Internationally, XYIENCE reaches more than 420 million television households via UFC broadcasts and Pay-Per-View broadcasts.

About XYIENCE (Pronounced z'eye-ence or zy-ince)
XYIENCE nutritional products provide clean, sustainable energy necessary for an active lifestyle.  Established in Las Vegas in 2004, XYIENCE supports the mixed martial arts lifestyle and is one of the fastest-growing brands in its category.  All products are held to the most stringent standards of excellence to enable professional and amateur athletes and fitness enthusiasts to reach their goals in training and life. Visit www.xyience.com for details.

Xenergy (Pronounced zen-er-gy)
Xenergy is the official energy drink the Ultimate Fighting Championship (UFC).  The first energy drink created by a nutrition company, Xenergy is a sugar- and calorie-free drink that’s fortified with vitamins.  All-natural flavors provide a consistent supply of energy, sans the “crash” inherent with most other energy drink brands.  Xenergy Premium flavors include Cherry Lime, Cran Razz, Mango Guava and Blu Pom.  Xenergy Xtreme flavors include Orange Fuel, Lemon Blast, Citrus Slam, and Cherry Rush.  Xenergy is available in retail stores throughout the United States and Canada.

XYIENCE Supplements
XYIENCE is the original fight nutrition brand. Its supplements provide ultimate nutrition for peak performance and include products such as NOX-CG3—for increasing strength and stamina and aiding in post-exercise recovery and XY-PRO, an advanced protein complex.  XYIENCE supplements are available throughout the United States and Canada.

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XYIENCE is the official energy drink of the Ultimate Fighting Championship (UFC). Xenergy, is one of the fastest-growing in its category. XYIENCE also produces supplements that provide ultimate nutrition for peak performance.