XYIENCE Seals Endorsement Deal with Matt “The Terror” Serra

LAS VEGAS, NEV. (May 21, 2009) XYIENCE, the official energy drink of the UFC, announces that Matt “The Terror” Serra, the former UFC Welterweight champion, has joined the company’s team of brand ambassadors by signing an exclusive promotional contract. The 34 year-old Long Island, N.Y. resident is a favored son of the east coast MMA community with a huge fan base and following. He will provide a valuable east coast presence for the brand and allow XYIENCE to connect with consumers and UFC fans through appearances at special events and promotions. Serra, the first American promoted to Black Belt in Brazilian Jiu-Jitsu under the legendary Renzo Gracie, is scheduled to fight Matt Hughes in a grudge rematch during UFC 98 on Saturday, May 23 at the MGM Grand in Las Vegas.

“When I discovered MMA, it immediately became the focal point of my life. Now, like most fighters, it defines a large part of who I am,” explains Serra, who in addition to being a professional athlete owns and operates Serra Jiu-Jitsu Academies on Long Island. He goes on to say, “As an athlete and business owner in MMA, I understand that we’re also pushing the evolution of the sport. We’re building something for the future generation of fighters and fans to enjoy. So for me, it’s important to align with a company like XYIENCE that supports that same set of ideals.”

Virtually synonymous with the UFC octagon, XYIENCE is known to UFC fans for working with some of the most popular personalities in the sport, such as legendary fighter Wanderlei “The Axe Murderer” Silva, cutman Jacob “Stitch” Duran, and former ring girl Amber Nichole. Brazilian-born Silva welcomed Serra to XYIENCE’s team, saying, “I have great respect for Matt. He is a good role model for young Americans in MMA since he was the first in this country to receive a Black Belt in Brazilian Jiu-Jitsu under Renzo Gracie. I look forward to having him at my gym and to working together on the XYIENCE team.”

“XYIENCE established its roots in MMA, which is why we align our brand with fighters like Wanderlei and Matt, who has played a very key role in the development of MMA in the United States,” says Darin Mahlke, XYIENCE director of sales and fighter relations. “Like our brand, Matt is a core part of the MMA world and we are looking forward to working with him in the months ahead.”

XYIENCE has been steadily expanding distribution throughout the United States and Canada, and maintains a close connection with the MMA community. XYIENCE president and CEO, Csaba Reider, commented that “Adding Matt to our team makes sense given his history and contributions to the sport. Maintaining a very real and authentic relationship with the UFC fan base, who are loyal Xenergy consumers, is important to XYIENCE. With a brand ambassador like Matt, we can accomplish that goal.”

Through its sponsorship of the UFC, the XYIENCE brand reaches 420 million households worldwide. The UFC’s current television distribution allows sponsors like XYIENCE to reach 50 million U.S. households and 380 million households outside the U.S. in over 100 countries and territories, with programming delivered in 20 languages.


XYIENCE nutritional products provide clean, sustainable energy necessary for an active lifestyle. Established in Las Vegas in 2004, XYIENCE is one of the fastest-growing brands in its category. All products are held to the most stringent standards of excellence to enable professional and amateur athletes and fitness enthusiasts to reach their goals in training and life.

Xenergy (A combination of Zen and Energy, pronounced “Zen-ergy”)

XYIENCE supports the mixed martial arts lifestyle. Its energy drink, Xenergy, and its energy shot, X Shot, are the official energy drink and energy shot of the Ultimate Fighting Championship (UFC). The first energy drink created by a nutrition company, Xenergy has zero calories and is a sugar-free drink fortified with vitamins. All-natural flavors provide a consistent supply of energy, sans the “crash” inherent with most other energy drink brands. Xenergy Premium Energy flavors include Cherry Lime, Cran Razz, Mango Guava and Blu Pom. Xenergy Xtreme Energy flavors include Lemon Blast, Citrus Slam, Cherry Rush and Apple Jak’d. Xenergy is available in retail stores throughout the United States and Canada. Visit www.xyience.com for details.

XYIENCE Supplements

XYIENCE supplements provide ultimate nutrition for peak performance. With everything from NOX-CG3-for increasing strength and stamina and aiding in post-exercise recovery-to high-quality protein supplements such as the XProtein shake or the XM2 muscle meal, XYIENCE offers products scientifically formulated for specific training needs.