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UFC extends Blackheart Premium Spiced Rum sponsorship deal

The Ultimate Fighting Championship (UFC) has announced a multi-year extension of its marketing partnership with Blackheart Premium Spiced Rum. Terms were not disclosed.

Blackheart Rum, which is owned by Heaven Hill Brands, was named the official rum of UFC in the United States last September.

As part of the partnership extension, Blackheart Rum will have a branded presence inside the Octagon during key UFC events.

It will also be the presenting sponsor of select “Shot of the Night” features on UFC’s Instagram account and there will be further digital and social media co-branding opportunities.