The Ultimate Fighting Championship (UFC) has roped in alcoholic beverage brand Hpnotiq as an Official Partner on a multi-year basis.
As per the agreement, Hpnotiq will have a branding presence at select UFC events in the US, including all Fight Nights and promotional assets. It will also be featured inside the Octagon.
Additionally, Hpnotiq will work with the mixed martial arts promotion on several fan engagement activities and content initiatives, including an “Iconiq Moments” series where UFC athletes will review their own career highlights.
Robby Miller, Vice President, UFC Global Partnerships, commented:
“Hpnotiq is a bold, heritage brand with fresh energy — perfectly aligned with UFC’s role at the center of sport and culture. Together, we’ll create moments that move beyond the Octagon and into the fabric of fan experience, lifestyle, and celebration.“
Noah Winterer, Vice President and Director of Clear Spirits at Heaven Hill Brands (Hpnotiq’s parent company), said:
“Hpnotiq has always been about bold flavor, unforgettable moments, and bringing people together—and there’s no better stage for that than the UFC. his partnership is more than just visibility—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.“
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