E&J Gallo Winery has secured ‘Official Partner’ status with mixed martial arts organisation UFC for the Wildcard RTD extension of its New Amsterdam vodka brand.
The 8%-ABV line, which launched in the US in June, will be the headline act for the company’s “multi-year” tie-up with UFC. Commencing with this weekend’s bouts at Madison Square Garden in New York, the sponsorship allows for Wildcard branding in the ‘Octagon’ fighting ring along with content that will be hosted on UFC’s digital and Social Media channels.
Financial details behind the activation were not disclosed.
Vodka-based Wildcard debuted in Original Hard Lemonade, Classic Hard Punch and Lemon Hard Tea flavours. On sale nationwide, a four-pack carries an SRP of US$9.99.
Earlier this year, Gallo purchased a stake in Bourbon brand Horse Soldier, which sits alongside New Amsterdam in the wine giant’s Spirit of Gallo spirits unit.
