XYIENCE Inks Endorsement Deal with Legendary Mixed Martial Arts Athlete Chuck “The Iceman” Liddell
(PRESS RELEASE) -- LAS VEGAS (March 7, 2013) - XYIENCE Xenergy, the
official energy drink of the UFC, ® has signed a one-year
endorsement contract with historic mixed martial arts (MMA) athlete
Liddell, a former UFC light heavyweight champion and UFC Hall
of Fame member. Liddell, 43, is retired but remains the face of the
UFC brand. He is the sport’s most iconic figure and is pointed to
for its transcendence into the mainstream.
Liddell will appear in the brand’s advertising, on its website and
in its point-of-purchase materials. Later this year, XYIENCE will
launch a series of unique consumer promotions that incorporate
“On so many levels, Chuck embodies the spirit of our brand: Power
to Win,” says XYIENCE President John
Lennon. “His career is a testament of the drive and deep-seeded
passion that’s required to produce excellence in athletic
performance. That’s the kind of inspiration we want to share with
This year marks the 20th anniversary of the UFC and Michael Levy,
XYIENCE COO and CFO explains, “We built the XYIENCE brand in MMA,
alongside the UFC. So this year it’s especially meaningful for us
to work with an athlete like Chuck
Liddell who continues to be a powerful force in the sport.
While our distribution has skyrocketed the past few years and we’re
a national brand, XYIENCE remains firmly rooted in MMA.”
Liddell (21-8-0) is a native of Santa Barbara, Calif. and is
considered the UFC’s greatest light heavyweight fighter. Training
in karate since the age of 12, Liddell was a division 1 wrestler at
California Polytechnic State University, San Luis Obispo where he
earned a Bachelor of Arts in Accounting.
During his nearly 12-year career in the UFC, he held the title of
champion from April 2005 to May 2007. That time period included a
seven fight-winning streak against former champions like Randy
Couture and Tito Ortiz. On
July 10, 2009, Liddell was inducted into the UFC Hall of Fame at
the UFC 100 Fan Expo in Las Vegas. In 2007, he became the first UFC
athlete to be featured on the cover of ESPN Magazine. In 2005, he
was featured as a coach on the inaugural season of The Ultimate
Fighter, the long-running reality TV show.
About XYIENCE (pronounced zy-ince) Headquartered in Las Vegas,
XYIENCE products are designed to support an active and healthy
Xenergy (pronounced zen-er-gy)
The official energy drink of the Ultimate Fighting Championship®
(UFC®), Xenergy is the fastest growing brand in its category. The
first energy drink created by a nutrition company, Xenergy is a
sugar-free, zero-calorie beverage that is made with all-natural
flavors and colors. Xenergy Energy beverages are available in:
Frostberry Blast, Cran Razz, Fruit Punch, Mango Guava, Blu
Pomegranate, Cherry Lime, Tangerine Twister and Melon Mayhem. The
Xenergy Energy family also includes: Xenergy + Lemonade Pineapple
and Raspberry and Xenergy + Tea Honey Ginseng and Raspberry Acai.
Xenergy Energy + Hydration Grape and Tropical Punch are
non-caffeinated beverages fortified with electrolytes and a blend
of B vitamins.
For more information, please visit www.xyience.com. Or connect with
XYIENCE on Facebook, Twitter and YouTube.
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