Xyience Sold To Big Red, Will No Longer Sponsor The UFC

Xyience, the energy drink that can be seen at least once sometime during any UFC broadcast, has been sold to Big Red, and will no longer be sponsoring the UFC.

Xyience has been with the UFC since 2006, but will no longer be sponsoring the promotion in order to attempt to reach a larger group of consumers.

Big Red CEO Gary Smith spoke with BevNet to discuss the change in promotional tactics.

“I’m just gonna soften it up a little bit. Make it a little less hardcore than the image that it’s got today.”

Thoughts?