Xyience sold, ends sponsorship with UFC

September 15, 2014

Multiple beverage industry trade outlets reported last week that Xyience had been sold to Big Red, Inc. of Austin, Texas.  As a part of the transaction, the Xyience brand will no longer be an official sponsor of the UFC.

MMA Payout has confirmed the sale from two independent sources.

Xyience was established in 2004 in Las Vegas and had become one of the more visible brands within the UFC.  It also sponsored various UFC fighters, notably Ronda Rousey.


Big Red, Inc. is one of the top 10 beverage companies in North America dating back to 1937.  It will look to expand the Xyience demo by targeting other sports including Crossfit, Color Run participants and marathoners according to an interview Big Red CEO Gary Smith did with Bevnet.com.

Payout Perspective:

The acquisition is a blow for the UFC as it will seek to replace Xyience with another “official energy drink sponsor.”   We will see how the UFC will do and how soon it can find a replacement.  It is interesting to note that Big Red apparently will continue to seek out the sports demo but will not continue the sponsorship with the UFC.

Although this went under the radar, this summer it signed Matefit Herbal Tea as its “official herbal tea partner.”  The partnership is only for one year and at this point has far less brand recognition.

MMA Payout will keep you posted on this story as it continues.

19 Responses to “Xyience sold, ends sponsorship with UFC”

  1. Duncan on September 15th, 2014 8:56 AM

    Wasn’t Xyience majority owned by the Zuffa? Hard to conclude that losing them as a sponsor is a blow if so. Since Xyience has never been a huge hit, I’d imagine that it’s probably likely they got a sweetheart deal to get their logo on the ring as a Zuffa property. This may free up those spaces for actual sponsorships now.

  2. Greg Nutsak on September 15th, 2014 9:06 AM

    PED Cola is definitely the natural sponsor for the UFC

  3. MMA and UFC live news | Bye! Xyience dumps UFC after sale to Big Red - on September 15th, 2014 10:54 AM

    […] supplements, was sold to Big Red Ltd., an independent soda company based in Austin, Texas. MMA Payout first reported the sale earlier this […]

  4. MMA and UFC live news | Xyience Sold to Big Red, Will No Longer Be an Official UFC Sponsor - on September 15th, 2014 11:53 AM

    […] sponsor of the UFC since 2006 — has been sold to beverage company Big Red Ltd., according to MMAPayout. Though Big Red will continue to seek out the sports demographic for advertising Xyience and its […]

  5. Xyience Sold to Big Red, Will No Longer Be an Official UFC Sponsor - MMALinker on September 15th, 2014 12:00 PM

    […] sponsor of the UFC since 2006 — has been sold to beverage company Big Red Ltd., according to MMAPayout. Though Big Red will continue to seek out the sports demographic for advertising Xyience and its […]

  6. dave on September 15th, 2014 1:14 PM

    I thought the UFC owned Xyeince?

  7. Xyience ends sponsorship with UFC on September 15th, 2014 1:16 PM

    […] From MMAPayout.com: […]

  8. D on September 15th, 2014 3:14 PM

    Nutsack and Duncan= Tops, who ironic dunks his nutsack into his own mouth on a daily basis.

  9. Rich Bergeron on September 15th, 2014 5:45 PM

    The UFC does not own Xyience, per se. The Fertitta brothers (Lorenzo and Frank III), own Xyience through Fertitta Enterprises. They also happen to be majority owners of the UFC. When they bought into Xyience before bankruptcy, pretending to be the company’s rescuer, they created a false bidding war for the middle of the mat space usually occupied by Xyience. Harley Davidson got it first, then Bud Light. When the UFC is in Brazil, it’s TNT Energy Drink. Now that Xenergy is no longer the official energy drink, there’s NOS (already sponsoring TUF) and Strikeforce’s old standby Monster that make the most sense to step in to fill the void. Not sure where the author of this piece thinks Matefit has anything to do with the energy drink market. It’s tea. Whoever fills the Xyience space on the mat and the ring apron will likely pay way more than Xyience (AKA the Fertittas) paid for the same sponsor package.

  10. Saldathief on September 15th, 2014 6:50 PM

    Sounds like a typical paper shuffle a la Zuffa, just another smoke and mirror game.

  11. tops E on September 15th, 2014 7:31 PM

    D is fuming mad….il post more computations on salaries( i knew ufc was paying very low but now its lower than expected hahaha) for people to see the ufc bubble hahahaha

  12. tops E on September 15th, 2014 7:33 PM

    If its true fertitas own xyience….than theyr looking for cash to pay the loan hahahaha

  13. Business News: Xyience to End Partnership with UFC on September 15th, 2014 8:03 PM

    […] a report on MMAPayout.com, the independent soda company Big Red Ltd. has acquired Xyience, the zero-calorie energy drink […]

  14. D on September 16th, 2014 7:20 AM

    Tops is gay and incoherent. I can’t think of anyone more mad than a guy who dedicates his life to trolling.

  15. D on September 16th, 2014 7:20 AM

    More SalDaQueef bullshit.

  16. Saldathief on September 16th, 2014 9:09 AM

    D cant handle any truths, only lies and bullshit bahahaha he fits right in to the ufc fart box of deception bahahahaha fucking loooooser

  17. not tops on September 17th, 2014 4:51 AM
  18. D on September 17th, 2014 6:32 PM

    Sal can’t accept the fact that he is a gay minion of Dirty Bob Arum. Arum hates the fact that the UFC stole the market share away from boxing. So he just spews his gay idiotic bullshit on an mma website. What a homo!

  19. Tribute on November 6th, 2014 1:09 AM

    Come on Jason, I expect a lot better from this site. We’re you really not aware of the Xyience/Fertitta connection?! Hardly a blow to the UFC.

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