The UFC has announced a new US-based marketing partnership with Spirit of Gallo’s New Amsterdam Vodka, which focuses on their first ever ready to drink brand, Wildcard.

The deal will see Wildcard become the official ready to drink partner of the UFC and will receive deep level of integration into key UFC assets, including live events, broadcast features in all US-based pay-per-views and prominent branding in the octagon.

Additionally, the deal will provide an annual brand ambassador fund that aims to bring the partnership to life through appearances, content, and creative campaigns with UFC athletes.

Commenting on the partnership, UFC SVP of global partnerships, Paul Asencio, said: “We’re excited to welcome New Amsterdam Vodka’s Wildcard brand as an official UFC partner.”

“Over the years, UFC has been widely recognized by many of the top alcohol and spirits companies as an influential, impactful partner that can help grow their brands and reach new customers.

“We’re looking forward to working with New Amsterdam to help establish Wildcard as a leader in its category,” he said.

Spirit of Gallo vice president of marketing, Brandon Lieb, added: “Similar to UFC’s massive and loyal fanbase, Wildcard was created for vodka drinkers who are up for anything and are excited by the unexpected.”

“We are thrilled to partner with UFC and introduce their fans to a new, convenient way to enjoy our award-winning vodka,” he said.

The announcement comes after UFC Fight Pass partnered with Meta, as the pair aim to broadcast future events in virtual reality.