Xyience, maker of Xenergy, the official energy drink of the UFC, has announced it will hold a UFC Weekend Experience similar to those recently held by other UFC sponsors like Harley Davidson, Bud Light, and Edge Shave Gel. One grand prize winner will receive a trip for two to Las Vegas in order to train with Xyience athlete Wanderlei Silva and attend a UFC event.
The sweepstakes has already started and runs until August 30th, 2010.
Payout Perspective:
It’s nice to see these sponsors investing around their sponsorships to really drive home the association between their brand and the UFC. Not only do sponsors benefit from borrowing the UFC’s equity, but the UFC benefits from the increased exposure and marketing. Xyience products are sold in over 40,000 retail stores across the US and that presence is now transfered to the UFC by way of this sweepstakes program.
Note: The contest is free, so be sure to sign up. Ten people will also receive a gift card to buy a gaming console and MMA video game (the fact that it’s not specifically UFC Undisputed 2010 leads me to believe there was possibly a legal issue there that they wanted to avoid).
I may be off on this, but don’t the Fertittas own most of Xyience now, after a loan default last year? I think that would be useful to point out in this case – this is not an independent sponsor.