Phorm Energy, the new beverage joint venture backed by UFC boss Dana White, has chosen its fighter.
The energy drink brand, a co-venture between White and supplement maker 1st Phorm that’s produced by Anheuser-Busch InBev, on Monday morning revealed three-time mixed martial arts (MMA) champion Michael Chandler as its newest partner and a central focus of new content and marketing.
“Michael’s authenticity, work ethic, and high-energy persona align with Phorm Energy’s mission to empower individuals through performance-driven products and community engagement,” said Thomas Russell, GM at Phorm Energy, in a press release. “Michael embodies the spirit of resilience and excellence that defines our brand, and we’re excited to collaborate with him on meaningful experiences and content for our fans.”
Chandler will be integrated across digital content and in-person appearances, with “behind-the-scenes content, training insights, and interactive campaigns throughout the year,” according to a press release. The 39-year-old Missouri-native currently competes as a lightweight in the UFC.
“Phorm Energy is a brand that stands for grit, peak performance, and the relentless pursuit of pushing beyond limits – values I live by every day,” said Chandler in a statement. “I’m pumped to team up with Phorm Energy and bring fans along for the ride as we create something powerful together. This partnership isn’t just about energy – it’s about inspiring people to unlock their full potential.”
Having launched in June, Phorm Energy is already beginning to start pouring more fuel on the fire: Anheuser-Busch announced last week an additional $1 million investment to scale energy drink pkroduction at its Los Angeles brewery, part of a $7.6 million upgrade project.
In marketing, Phorm has a multi-year partnership with Hendricks Motorspots and picked up its first NIL deal with University of Missouri football stars Whit and West Weeks last month.
The brand comes in four flavors – Screamin’ Freedom, Grape Smash, Orange Fury and Blue Blitz – with zero sugar and 200mg of caffeine per 16 ounce can. It entered 7-Eleven stores nationwide in August.