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Rum deal signed by Blackheart with UFC in US market

UFC has signed a US-only partnership with Blackheart Premium Spiced Rum – making the distilled spirits brand the MMA organisation’s first ‘Official Rum’.

Blackheart Premium Spiced Rum is owned by Heaven Hill Brands, America’s largest independent family-owned-and-operated distilled spirits company.

Under the deal, Blackheart Premium Spiced Rum will have a branded presence inside the Octagon and at UFC VIP Experiences during key events throughout 2018-2019.

Starting in September, UFC and Blackheart Premium Spiced Rum will also be featured on co-branded retail point of sale materials in locations across the US and in various digital and social media co-branded promotions.

The alignment with Endeavor-owned UFC expands on the brand’s previous involvement in MMA. In June 2015, Blackheart was made the Official Rum of rival series Bellator MMA. In April 2016, the brand struck an endorsement deal with Bellator fighter Phil ‘Davis who went on to become Bellator light heavyweight champion later that year.

The Blackheart deal is the second spirits deal made by UFC this week. Ukraine-vodka brand Nemiroff was announced as the ‘Official Vodka’ partner yesterday.Read analysis of the UFC’s sponsorship portfolio in Sports Sponsorship Insider.