UFC Signs Official Rum Sponsor Blackheart 1 Day After Locking Up Vodka Category

One day after the Ultimate Fighting Championship (UFC) announced a new multi-year global partnership with Nemiroff, the UFC is coming back with unveiling another liquor partnership. It has now locked up the “Official Rum” category by way of a marketing partnership with Blackheart Premium Spiced Rum owned by Heaven Hill Brands.

The partnership with Blackheart does not seem as extensive as that with Nemiroff. There is no indication that it is a multi-year deal. Further, while Nemiroff will be immediately injected into the UFC with a serious presence during UFC 228 in Dallas on September 8, Blackheart will not be featured until the November 10 Fight Night that boasts a main event of Edgar vs. Korean Zombie.

That said, Blackheart Premium Spiced Rum will have a branded presence in the Octagon and at UFC VIP Experiences starting with the aforesaid Fight Night. It will also be inserted throughout UFC social and digital platforms.

“We are thrilled to step into the Octagon as the Official Rum of UFC. As Blackheart Rum continues to outpace the category in growth, we are always looking for ways to elevate our presence through engaging, innovative experiences with fans,” says Hannah Venhoff, Heaven Hill Senior Brand Manager. “The alignment with UFC expands our involvement in MMA and further supports the spirit of the brand.”

Blackheart previously served as a sponsor of Bellator MMA. The partnership began in 2015 and was extended for another two years in 2016. The brand has shown a clear interest in associating with Mixed Martial Arts competitions.

Kentucky-based Heaven Hill is also the world’s second-largest holder of Kentucky Bourbon, with brands that include Evan Williams Bourbon and Rittenhouse Rye Whiskey.