UFC and Spirit of Gallo’s New Amsterdam Vodka announced a multi-year national marketing partnership focused on the Wildcard brand, a vodka-based line of canned beverages and New Amsterdam Vodka’s first-ever offering in the ready-to-drink (RTD) category.

Wildcard will become the Official Ready to Drink Vodka of UFC, providing the vodka brand with a deep level of integration into key UFC assets, including live events and broadcast features in all US-based Pay-Per-Views, and prominent branding inside the world-famous Octagon. 

Wildcard and UFC will also collaborate on original content that will 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’re excited to welcome New Amsterdam Vodka’s Wildcard brand as an official UFC partner,” said Paul Asencio, UFC Senior Vice President, Global Partnerships. 

“Over the years, UFC has been widely recognised by many of the top alcohol and spirits companies as an influential, impactful partner that can help grow their brands and reach new customers.

“We’re looking forward to working with New Amsterdam to help establish Wildcard as a leader in its category.”

“Similar to UFC’s massive and loyal fanbase, Wildcard was created for vodka drinkers who are up for anything and are excited by the unexpected,” said Brandon Lieb, VP Marketing, Spirit of Gallo. 

“We are thrilled to partner with UFC and introduce their fans to a new, convenient way to enjoy our award-winning vodka.”