The world’s premier mixed martial arts organization, Ultimate Fighting Championship (UFC) has announced a multi-year national marketing partnership with Spirit of Gallo’s New Amsterdam Vodka. The Wildcard brand, a vodka-based line of canned beverages, and New Amsterdam Vodka’s first-ever offering in the ready-to-drink (RTD) bracket, will be the main centre point of the agreement.
In this deal, Wildcard will serve as the official ready to drink vodka of the UFC which will give the liquor brand seamless integration into vital UFC assets such as live events and broadcast features in all U.S.-based Pay-Per-Views, as well as prominent advertising within the world-famous Octagon.
Moreover, Wildcard and UFC will also work together to create original content that will be spread across UFC’s popular digital and social channels, which has reach of over 200 million people worldwide.
The agreement also contains an annual brand ambassador fund to help bring the alliance to life via appearances, content, and creative campaigns involving UFC athletes.
Paul Asencio, UFC Senior Vice President, Global Partnerships, said, “We’re excited to welcome New Amsterdam Vodka’s Wildcard brand as an official UFC partner. Over the years, UFC has been widely recognized by many of the top alcohol and spirits companies as an influential, impactful partner that can help grow their brands and reach new customers. We’re looking forward to working with New Amsterdam to help establish Wildcard as a leader in its category.”
Brandon Lieb, VP Marketing, Spirit of Gallo, commented, “Similar to UFC’s massive and loyal fanbase, Wildcard was created for vodka drinkers who are up for anything and are excited by the unexpected. We are thrilled to partner with UFC and introduce their fans to a new, convenient way to enjoy our award-winning vodka.”
Wildcard will make its debut in conjunction with the heavily hyped UFC 281: Adesanya vs Pereira, which will take place on Sunday i.e. November 13, at the iconic Madison Square Garden in New York City and features two championship fights. In the main event, UFC middleweight champion Israel Adesanya will square off against former kickboxing opponent and No. 5 ranked contender Alex Pereira. In the co-main event, UFC women’s strawweight champion Carla Esparza will make her first title defence against former champion and No. 2 ranked contender Zhang Weili.