Xyience, Serra Extend Partnership

Xyience is extending  its relationship with mixed martial arts (MMA) fighter Matt Serra. The former Ultimate Fighting Championship (UFC) welterweight champion has been a brand ambassador for Xyience, the maker of Xenergy, the official energy drink of the UFC, since May 2009.

“Matt Serra is not only an exceptional athlete, but he’s proven to be  a savvy business owner who understands the value of our partnership,”  said Michael Levy, Xyience COO and CFO. “Matt connects easily with fans during personal appearances and creates a memorable experience for each person. He has also played a big role in creating synergy among our team of athletes and working with us to more closely align our team with the Xyience brand.”

Serra, a Long Island, N.Y. resident, runs two MMA training facilities, Serra Brazilian Jiu- Jitsu Academies also in Long Island. He was the first American promoted to black belt in Brazilian jiu-jitsu (BJJ) under the legendary Renzo Gracie.

“Matt’s longevity and historical role in the sport that makes him a valuable Xyience team member,” said Jessica Hughes, Xyience’s marketing director who oversees fighter relations. “At Xyience, we  value our loyal consumers who are devoted MMA fans and we strive to be  a part of their lifestyle. By aligning with core MMA athletes like Matt, we can accomplish that goal.”

A favored son of the East Coast  MMA community, Serra provided Xyience with a valuable presence in the area. During the past year, XYIENCE has experience tremendous growth in its distribution on the East Coast.

Xyience recently worked with Serra to design its “The Terror” t-shirt, which features both the athlete and the Xyience logo. “My relationship with Xyience is very much a partnership,” said Serra. “We’ve found  interesting ways to work together to accomplish our respective goals,  and that’s what makes us successful. I’m looking forward to working with Xyience to create great opportunities for the fan base that we  both value.”

Through televised broadcasts of UFC events, the XYIENCE brand reaches  some 100 million-television households in North America.  As a part of  Xyience’s UFC sponsorship relationship, its logo receives prime positioning on the mat and bumpers of the octagon.




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