Big Red Ltd., an independent soda company based in Austin, Texas, has acquired Xyience, according to a report from beverage industry trade publication BevNET . Part of the deal apparently includes that Xyience terminate its sponsorship deal with the UFC. Big Red intends to focus marketing the Xyience brand to a broader demographic of healthy consumers, and be less focused on the fight community. UFC fighters such as Ronda Rousey , Dan Hardy, Mark Munoz and Matt Serra have adorned Xyience cans. Big Red Ltd. CEO Gary Smith said that he wouldn’t be abandoning the audience that Xyience has built with the fight community, he just intends on softening the approach and targeting other fitness enthusiasts, such as Crossfit athletes, Color Run participants, and marathoners

After quick turnaround, Demetrious Johnson wants to snowboard, not fight, to close out year

September 15, 2014

Video: UFC Fight Night 55 pre-event press conference replay

September 15, 2014

Bellator 127 Fight Card Finalized with Daniel Straus vs. Justin Wilcox Headliner

September 15, 2014

Why Didn’t Fedor Fight in the UFC? ‘They Offered Unacceptable Conditions’

September 15, 2014

WSOF President Ray Sefo says UFC outs not built into promotion’s contracts

September 15, 2014

Bellator 127 lineup complete with Emerson-Silva and seven prelims, including Sokoudjou

September 15, 2014

Sidelined 18 months, tourney champ Dave Jansen returns at Bellator 130 vs. Rick Hawn

September 15, 2014

Commission adjusts Al Iaquinta finish time of Rodrigo Damm at UFC Fight Night 50

September 15, 2014

Ronda Rousey on Next Opponent: “I’m the Champ… I’m Waiting for Who Steps Up”

September 15, 2014

Marlon Moraes contemplated withdrawal from WSOF 13 headliner on weigh-in day

September 15, 2014

Miesha Tate hopes to rematch Cat Zingano next if title shot is off table

September 15, 2014

Video: At BAMMA 16, Paul Daley picks up 26th knockout in 35th career win

September 15, 2014

Jason Brilz Going Right at Vinny Magalhaes for the Belt: ‘I’m Not Throwing Pitter-Patter Punches’

September 15, 2014

TUF 20 Full Fight Video, Episode 1: Randa Markos vs. Tecia Torres

September 15, 2014

Video: UFC 178 extended video preview with Johnson-Cariaso, Cerrone-Alvarez

September 15, 2014

MMAjunkie Radio (noon ET): Marlon Moraes and Ben Fowlkes

September 15, 2014

Video: Randa Markos vs. Tecia Torres full fight from ‘TUF 20′ season debut

September 15, 2014

Ronda Rousey Media Scrum: Reveals Broken Thumb, but Can Beat Any Girl with One Hand

September 15, 2014

Photo: Hey look, Ben Askren in a UFC shirt

September 15, 2014

Saturday’s full UFC Fight Night 52 lineup (don’t forget the 12:30 a.m. ET start time)

September 15, 2014
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