LAS VEGAS— XYIENCE, maker of Xenergy, the official energy drink of the UFC, has finalized an endorsement deal with mixed martial arts (MMA) athlete and former UFC heavyweight champion Frank Mir. In his role as a brand ambassador with XYIENCE that runs through 2012, Mir will endorse the Xenergy energy drink and XYIENCE supplement lines.
Like XYIENCE, Mir is based in Las Vegas and will be a key component of the brand’s marketing initiatives throughout the Southwest and Rocky Mountain regions. The endorsement deal also includes a series of personal appearances at key MMA and beverage trade events throughout the United States, as well as the use of Mir’s image on the brand’s website and in its advertising campaign.
“We’ve always felt a great synergy with Frank, so it’s exciting to have him join our family of athlete ambassadors,” says Michael Levy, XYIENCE’s CFO. “He is a life-long martial artist who embodies the spirit of the XYIENCE brand. His ability to come back from a severe accident and have a successful career as a fighter is the kind of dedication and perseverance that’s an inspiration for athletes and fans.”
Mir, 32, was born and raised in Las Vegas. His parents, both devoted martial artists, introduced him to karate when he was just 4 years old. He went on to obtain his black belt in Kenpo Karate as a teenager, and in high school he won the Nevada State High School Wrestling Championships in the heavyweight division. Later, he went on to earn a black belt in Brazilian Jiu Jitsu and become an accomplished Muay Thai kickboxer.
In 2004, Mir was involved in a devastating motorcycle accident that took him out of the Octagon for over two years. He returned in 2006, and with a current record of 15-5-0 most recently has defeated Roy Nelson at UFC 130: Rampage vs. Hamill and Mirko Filipovic at UFC 119: Mir vs. Cro Cop. Recently, UFC.com reported that Mir and Antonio Rodrigo “Minotauro” Nogueira, also a former UFC heavyweight champion, made a verbal agreement to meet once again in the Octagon at UFC 140 on Dec. 10, 2011 in Toronto.
Mir currently resides in Las Vegas with his wife and their four children.
“XYIENCE and I share a commitment to the growth and development of MMA,” says Mir. “As an athlete and father, it’s important to me to communicate the significance of training and being active to the public, especially youth. Working with XYIENCE, I’ll be able to achieve those goals, as well as my own as an athlete. I’m honored to be a part of the team.”