Xyience Xenergy, the official energy drink of the Ultimate Fighting Championship (UFC), inked a one-year endorsement contract with former UFC light heavyweight champion and UFC Hall of Fame member Chuck Liddell.
As the energy drink market expanded years ago, sports nutrition and supplement company Xyience, Las Vegas, saw the emerging category as the next step for its products. That evolution led to the development of Xyience Xenergy drinks. “Xenergy is ‘zen energy;’ that’s what it means,” says Michael Levy, chief financial officer and chief operations officer with Xyience. “It has a concept of healthy energy for people with an active lifestyle.”
Xyience Xenergy drink launched its second limited-edition collector can, Xenergy Premium CranRazz, which features Jon “Bones” Jones, current Ultimate Fighting Championship light heavyweight titleholder.