Rousey signs Xyience sponsorship deal

Ronda Rousey has signed a one year sponsorship agreement with official UFC sponsor Xyience.  The monetary terms of the deal were deemed confidential.

Via Xyience press release:

Rousey will appear in advertising, on point-of-purchase materials and on the brand’s website. She will also make appearances at beverage trade and consumer events.

“Ronda’s excellence in athletic performance is only part of what makes her a huge inspiration to athletes and fans,” explains John Lennon, XYIENCE’s president. “She is a fearless agent of change within MMA, whose passion for her sport and dedication to achieving her goals embodies the spirit of our brand’s philosophy: Power to Win. We are proud to be associated with such a talented and articulate athlete.”

According to Lennon, XYIENCE Xenergy has attracted a large number of female consumers – approximately one-third of its consumer base. “According to research that we conducted in early 2012, females’ preferences for Xenergy included its superior flavor and the fact that it is sugar- and calorie-free. Ronda is an excellent spokesperson who will be an integral part of XYIENCE and communicating our brand message to this growing audience.”

Payout Perspective:  

Rousey’s in Octagon sponsors in her UFC debut was the UFC and Xyience.  The announcement makes this official.  Its likely that Xyience will utilize Rousey more so than most of its male UFC fighters.  It will be interesting to see what other sponsors Rousey will obtain.  One has to think that she’d pick up some more mainstream sponsors considering her retention of a Hollywood agency and the publicity she’ll have with the upcoming TUF series on FS1 in September.