Blackheart Premium Spiced Rum is named the “Official Rum of the UFC” in the United States

September 5, 2018

The UFC has announced a new marketing partnership agreement with Blackheart Premium Spiced Rum making it the “Official Rum of the UFC” in the United States.

The brand is owned by Heaven Hill Brands, America’s largest independent family-owned and operated distilled spirits company.  It appears that the partnership will start with activation around the UFC 25th Anniversary event in November.  However, the UFC and Blackheart Premium Spiced Rum will be co-branded at retail point of sale materials in locations across the U.S. and in various digital and social media ads.

Via UFC press release sent Wednesday:

As part of this collaboration, Blackheart Premium Spiced Rum will have a branded presence inside the world-famous Octagon® and at UFC VIP Experiences during key events throughout 2018-2019, beginning with UFC FIGHT NIGHT®: EDGAR vs. KOREAN ZOMBIE. The event, which takes place on Saturday, November 10, at Pepsi Center in Denver, will be the focus of attention as it also marks UFC’s historic 25thanniversary celebration. The fast-growing Spiced Rum brand will also be integrated across multiple UFC-based social and digital platforms.

Financial terms of the deal were not disclosed.

 Payout Perspective:

A day after the UFC announced its “Official Vodka of the UFC,” it now has a Rum.  Based on the qualifier that it is the “Official Rum of the UFC” in the United States, we may see the UFC sell the assets internationally as well.  As we highlighted yesterday, these new sponsorship categories were made possible after Bud Light’s beer sponsorship lapsed.  This should bring in additional revenue for the company which value has increased according to Dana White.

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