Liqueur brand Hpnotiq has become an ‘official partner’ of the UFC in the US.
Owner Heaven Hill Brands has paid an unspecified sum to the mixed martial arts organisation as part of a “multi-year” tie-up. The marketing arrangement will be leveraged towards younger LDA consumers in the country, specifically the Gen Z and Millennial demographics.
As well as a presence for the liqueur’s logo in the ‘Octagon’ fighting ring during events, the arrangement will also include short videos on UFC’s social media channels called ‘Iconiq Moments’, where UFC fighters will “review some of the most seminal highlights and moments from their careers”.
“This partnership is more than just visibility,” said Heaven Hills’ director of clear spirits, Noah Winterer. “It’s about creating epic experiences for a new generation of fans. From the Octagon to the afterparty, Hpnotiq is here to celebrate every ‘Iconiq’ moment.”
Among the other official partners of UFC in recent years have been Gallo’s Wildcard RTD extension of its New Amsterdam vodka brand and Atomic Brands’ Monaco premix.
Hpnotiq, which has an ABV of 17%, comprises a blend of cognac and vodka with tropical fruit juices,
Privately-owned Heaven Hill also owns the Elijah Craig bourbon, which has spent this year pushing its links with golf through a tie-up with the PGA Championship, which takes place later this month.
