Xyience has announced the addition of UFC welterweight Dan Hardy to its growing stable of brand ambassadors; most of whom are other UFC fighters.
XYIENCE Signs Endorsement Deal with UFC Fighter Dan “The Outlaw” Hardy
LAS VEGAS (February 10, 2010) XYIENCE, the official energy drink of the Ultimate Fighting Championship (UFC) announces that UFC fighter Dan “The Outlaw” Hardy has joined its team of brand ambassadors by signing an exclusive promotional contract, effective immediately. The 27-year-old British welterweight has been fighting professionally since 2004. He has held titles with Cage Warriors, including Light Welterweight and Welterweight World Champion. In 2008, Hardy signed with the UFC, and now has an overall mixed martial arts (MMA) record of 23-6-0. In March, he will become the first British fighter to compete for a UFC title when he faces the current UFC Welterweight Champion, Canadian Georges St. Pierre, at UFC 111 on March 27, 2010 at the Prudential Center in Newark, NJ.
“In addition to being one of the finest fighters in the UFC, Dan Hardy is a unique individual –a dedicated athlete and highly creative artist. He approaches mixed martial arts with the same raw passion as his own art –deeply intuitive yet still influenced and inspired by his teachers and coaches,” says Jessica Lautman-Hughes, XYIENCE’s senior marketing specialist, who heads up fighter relations.
Payout Perspective:
The fighters are finally starting to figure out what it takes to be a good promoter. Now, not only are the big fights coming their way, but so are the endorsements. This is what the fighters need to be doing to build their brand and drawing power.
However, there is a risk that MMA, as a whole, goes overkill on the whole fight hype aspect of promoting events. In reality, it will likely work itself out; the guys that talk smack must be able to back it up (if they can’t, they won’t be taken seriously). Still, the last thing this sport needs is every fighter cutting a WWE-style promo like Wes Simms did on TUF and at the last Strikeforce show.
“…the guys that talk shit must be able to back it up…”
That just struck me as funny. Heh, heh… talk shit.
Hey, my bad! I didn’t even realize.
I certainly try to avoid that whenever possible…although it seems somewhat appropriate in this limited manner.
Apologies. 🙂
Does Xyience pay their sponsored fighters properly now?
I remember reading awhile back that there were quite a few fighters that were banking on a cheque from that company that never came.
I kinda figured Xyience was pretty much dead other than the cage ads that the UFC puts in the octagon, which i assumed was because they own a piece of the company. Didn’t Xyience have a financial meltdown last year?