Official energy drink of the UFC, Xyience, will hold a unique event featuring art from UFC notables including Dan Hardy, Mac Danzig and Brittney Palmer. The event will be held the same weekend as UFC 151: Jones v. Henderson.
The event, XenArt: the Energy of Art, takes place August 31st in Las Vegas and will feature a red carpet event featuring Dan Hardy. The art exhibit and silent auction will benefit local Las Vegas charity, Contemporary Arts Center.
Via Xyience press release:
On display will be work from Hardy, UFC welterweight fighter and artist, Mac Danzig, UFC lightweight fighter and landscape photographer, Brittney Palmer, UFC octagon girl and painter, Eric Williams, renowned sports and celebrity photographer, Evan Shoman, well-known sports celebrity sketch artist, Tracy Lee, noted MMA photographer, and others. Select pieces from the MMA artists will be a part of a silent auction benefiting the Contemporary Arts Center (CAC), a Las Vegas- based non-profit that provides a central venue for artists and the community to come together for education and to experience all varieties of artistic and cultural expression. Established in 1989, CAC is one of the most recognized institutions for cultivating the visual arts in the community.
In addition to the art exhibition and auction, Xyience is running a contest in which individuals can submit their own art and win a cash prize.
Payout Perspective:
Art…who goes there? This is a unique promotion involving the UFC and Xyience. Not only is there a component of brand activation for Xyience with the art contest and event but it provides a unique layer for UFC fighters. Not only do Hardy and Danzig train and fight, they have outside interests. This event should gain some press considering the red carpet photo op and the chance to look at the art and photos at the exhibit. It also opens up Hardy, Danzig and Palmer with another interest in their lives.
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