Xyience Taps Enthusiasm of Ultimate Fighting Fans in Contest

Xyience is using its muscle as an Ultimate Fighting Championship sponsor to increase sales in Circle K stores.

A regional campaign from nutritional products maker Xyience is tapping into the wild popularity of the mixed martial arts sport, Ultimate Fighting Championship.

Like NASCAR fans, UFC followers are loyal to sponsors, often exclusively purchasing products advertised by those sponsors. Xyience’s energy drink, Xenergy, is the official energy drink of the UFC.

Xyience, in partnership with Circle K stores, is running a contest offering shoppers the chance to win a Harley-Davidson, another UFC sponsor.

Beginning Sept. 14, shoppers in Arizona, Colorado and Nevada can pick up entry forms in the stores on Xenergy Premium case stackers. UFC has a large following in the states participating in the Circle K promotion.
The winner will be selected at random and notified in October. 

The promotion runs through Oct. 11.

Xyience recently wrapped up a similar Harley-Davidson giveaway promotion with Kum & Go stores, where sales of Xenergy quadrupled during the promotional period.

“We’re dealing with a region that’s home to a large population of UFC fans, and they are very brand-loyal,” Xyience CEO Reider said in a release. “By providing those fans with a unique shopping experience, we feel we will create a greater connection for the consumer to both the Xyience and Circle K brands.”