Wanderlei Silva featured on collector can of newest Xyience energy drink flavor
October 3, 2011
Xyience announced that Wanderlei Silva will be featured on collector cans of the energy drinks’ newest flavor: Xenergy Xtreme Frostberry Blast. The cans, featuring Silva’s image, comes out prior to his next fight at UFC 139 versus Cung Le.
Via Xyience press release:
“Silva has played an important role in shaping the sport of MMA and his influence among athletes and UFC fans is very powerful,” says John Lennon, XYIENCE’s president. He explains that XYIENCE’s affiliation with the UFC is a contributing factor to its more than 40 percent year-over-year sales growth. Lennon says that approximately half of that growth is from increased sales in existing markets; the remaining 50 percent is a result of expanding its distribution.
“The launch of Frostberry Blast marks an exciting time in XYIENCE’s history in terms of our brand’s growth and exposure,” says Lennon. “The UFC’s recent agreement with FOX Sports Media Group will broaden XYIENCE’s reach, providing exposure to a wider and more mainstream audience. In new markets, this will generate tremendous brand awareness, which is a huge benefit for our retail partners,” he says.
The choice of Silva as its face for its newest flavor comes just in time for his next fight against Cung Le. Silva is a known figure in the UFC and the sport of mixed martial arts and he ties the brand with the UFC. As indicated by Xyience, the affiliation with the UFC is a “contributing factor” for its sales growth and it’s likely that we’ll see more sponsors follow suit as the UFC’s partnership with Fox should bring in more mainstream sponsors and more opportunities for fighters.