Wildcard character will become the UFC official ready-to-drink vodka, providing the vodka brand with a deep level of integration into key UFC assets, including live events and broadcast features across all US-based pay-per-views, and an image of leading brand within the famous Octagon®. Wildcard and UFC will also collaborate on original content to be distributed through UFC’s popular digital and social channels, which reach more than 200 million users worldwide. Additionally, the agreement provides for an annual Brand Ambassador Fund that will bring the partnership to life through appearances, content and creative campaigns with UFC athletes.
“We are thrilled to welcome New Amsterdam Vodka’s Wildcard brand as an official partner of the UFC,” said Paul Asencio, UFC Senior Vice President, Global Partnerships. “Over the years, UFC has been widely recognized by many of the largest alcohol and spirits companies as an influential and impactful partner who can help grow their brands and reach new customers. We look forward to working with New Amsterdam to help establish Wildcard as a leader in its category.
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“Similar to the UFC’s massive and loyal fanbase, Wildcard was created for vodka drinkers who are ready for anything and excited for the unexpected,” said Brandon Lieb, vice president of marketing, Spirit of Gallo. “We’re thrilled to partner with the UFC and introduce their fans to a convenient new way to enjoy our award-winning vodka.”
Wildcard will debut around the highly anticipated UFC 281: ADESANYA vs. PEREIRA, which takes place this Saturday, November 12 in New York’s iconic Madison Square Garden, and is headlined by two championship games. In the main event, UFC middleweight champion Israel Adesanya seeks to settle score with former kickboxing nemesis and No. 5 ranked contender Alex Pereira. In the co-main event, the UFC women’s strawweight champion Carla Esparza intends to defend her newly won title for the first time against the former champion and No. 2 ranked contender Zhang Weill.
Wildcard, which is made with real New Amsterdam vodka, launched last June and is available in three flavors including Original Hard Lemonade, Classic Hard Punch and Lemon Hard Tea. Wildcard was launched as the RTD category continues to explode, with Hard Lemonade, Punch, & Tea growing +34% in 2021. Wildcard is available in 4-specific flavor packs at retailers nationwide and retails at the price suggested retail price of $9.99.