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Heaven Hill partners with UFC

Heaven Hill Brands-owned Blackheart Premium Spiced Rum has been named the official rum of mixed martial arts organisation the Ultimate Fighting Championship (UFC).

Blackheart Premium Spiced Rum is the official rum of the UFC

As part of the sponsorship deal UFC and Blackheart Premium Spiced Rum will feature on co-branded point of sale materials across the US and in various digital and social media promotions.

Blackheart Premium Spiced Rum will have a branded presence inside the eight-sided enclosure Octagon and at UFC VIP Experiences during key events throughout 2018-2019.

The first event will be the UFC Fight Night: Edgar vs. Korean Zombie on 10 November at the Pepsi Centre in Denver.

“We’re thrilled to have Blackheart Premium Spiced Rum join us as an official partner,” said Paul Asencio, UFC’s senior vice president of global partnerships.

“UFC takes pride in aligning itself with top tier brands that offer exciting products, and Blackheart Premium Spiced Rum is a great fit alongside our other partners.”

Hannah Venhoff, Heaven Hill senior brand manager, said: “We are thrilled to step into the Octagon as the official rum of UFC.

“As Blackheart Rum continues to outpace the category in growth, we are always looking for ways to elevate our presence through engaging, innovative experiences with fans.

“The alignment with UFC expands our involvement in MMA and further supports the spirit of the brand.”

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