Hpnotiq signs UFC deal
Heaven Hill-owned liqueur brand Hpnotiq has secured a multi-year partnership with the Ultimate Fighting Championship (UFC).
The deal, which will see the liqueur act as official partner for the mixed martial arts organisation, will give Hpnotiq a presence at some of the UFC’s biggest events in the US, including ‘prominent’ brand placement inside the Octagon at its Fight Nights.
The UFC brand reaches more 700 million fans in 170 countries, a visibility that the brand is hoping to capture. The UFC’s social media channels also reach more than 300m users.
Noah Winterer, vice-president and director of clear spirits at Heaven Hill Brands, which markets and distributes Hpnotiq, said: “Hpnotiq has always been about bold flavour, unforgettable moments, and bringing people together – and there’s no better stage for that than the UFC.”
He added that the partnership is about “more than just visibility” – “it’s about creating epic experiences for a new generation of fans, from the Octagon to the afterparty.”
In addition to exposure at UFC’s Fight Nights, the brand has also combined with the UFC on Iconic Moments – ‘a custom social series’ that will review the most seminal highlights and moments from the careers of UFC athletes.
The partnership will kick off at tomorrow’s (3 May) UFC Fight Night: Sandhagen vs Figueiredo event.
Sports and spirits – is this the new marketing power play? Last year, we looked at 10 of the best linkups between the two industries, as partnerships continue to grow.
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