Xyience, one of the most recognizable brands in the world of energy drinks has been sold. The popularity of the brand skyrocketed after the company worked out an endorsement deal with the UFC, however that partnership has now come to a close.
Multiple beverage industry trade outlets have reported that Xyience has been sold to Big Red, Inc.
Big Red is one of the top beverage companies in North America dating back to 1937.
Xyience was formed 10 years ago in 2004 in Las Vegas and has been seen in some form or fashion on nearly every major UFC card since.
Will the UFC seek a replacement energy drink sponsor? NOS Energy drink has been shown quite heavily on the weekly television reality series the Ultimate Fighter. No word yet as to whether that endorsement will take a larger stage or not.