XYIENCE Renews Endorsement Contract with UFC Superstar Ronda “Rowdy” Rousey
The UFC’s first female champion re-ups with XYIENCE, the official energy drink of the UFC
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. She was recently featured in the hit reality television series The Ultimate Fighter 18 on FOX Sports 1 and was also the subject of a FOX Sports 1 documentary, Breaking Ground. She has been featured on the cover of ESPN The Magazine’s 2012 Body Issue, Sports Illustrated, Vogue, Esquire and The New York Times Magazine, among others.
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.”
During the same timeframe, the brand ran a combination online and retail level promotion, Ronda Rousey Vegas Getaway,offering fans the chance to win a VIP trip for two to Las Vegas for UFC 168: Weidman vs. Silva and to meet Rousey, who was victorious over Miesha Tate during the evening’s co-main event. “Ronda was so gracious with our contest winners. She really went the extra mile to be sure that their experiences were memorable,” said Aimee Wenske, XYIENCE’s brand and social media manager.
XYIENCE recently launched a grassroots athlete initiative called the “Power to Win Team” designed to bring the brand’s philosophy to life. “The ‘Power to Win’ starts within—it’
According to Lennon, Rousey also enables XYIENCE Xenergy brand to connect with a large part of its consumer base. “XYIENCE Xenergy has attracted a large number of female consumers—at least one-third of our fans are women. Ronda will continue to be an integral part of XYIENCE and of communicating our brand message to this growing audience.”