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Heaven Hill Brands extends UFC tie-up for Blackheart spiced rum

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Heaven Hill Brands has signed a multi-year extension deal for Blackheart Premium Spiced Rum to sponsor mixed-martial-arts (MMA) organisation UFC.

The UFC will include Heaven Hills Blackheart spiced rum in its ads and on ringside marketing

The UFC will include Heaven Hill's Blackheart spiced rum in its ads and on ringside marketing

The deal comes less than a year after Heaven Hill first partnered with UFC to make Blackheart the official rum of the MMA body. UFC is the world's largest mixed-martial-arts promoter and has featured fighters including Conor McGregor and Ronda Rousey. 

As part of the new deal, branding for Blackheart will be on show inside the UFC ring during key fights, the UFC said. The rum brand will also feature in UFC ads, including those on digital and social-media platforms. 

It is not immediately clear for how long the new deal will run. In a UFC statement, Hannah Venhoff, senior brand manager at Heaven Hill, said the company looks forward to upping consumer engagement with Blackheart "throughout the next two years".

Former UFC men's champion McGregor has launched his own Irish whiskey brand, called Proper No. 12. In April, an analyst suggested the whiskey could take significant share from Pernod Ricard's Jameson brand.

UFC entry to spirits ring has lessons for industry and its celebrity infatuation - Comment


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