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.
Payout Perspective:
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.
I would really like to see a detailed story on Xyience. The drinks are great (don’t use expensive supplements so don’t know about those; one-a-day vitamins and flax oil FTW!), and I’ve always felt that they really aren’t marketed well at all. They have terrible distribution here on the west coast; I can hardly find them anywhere. It’s just always felt like a mismanaged brand, so I’d like to know who owns it and what they have to say about it (aren’t the Fertittas involved?).
Why Wanderlei? Dana was trying to force him into retirement after his last loss by KO. He could lose by KO again and retire. Not really the best fighter to align yourself with at the moment.
I will try to refrain from the obvious Pride Can joke.