Its looks like UFC will be losing one it’s longest tenured sponsorships.

According a report on MMAPayout.com, the independent soda company Big Red Ltd. has acquired Xyience, the zero-calorie energy drink brand best known for its longstanding relationship with the Ultimate Fighting Championship. Part of the deal includes that Xyience terminate its sponsorship deal with the UFC, which would allow Big Red to focus on marketing the Xyience brand to a broader demographic of healthy consumers.

Big Red Ltd. CEO Gary Smith spoke to BevNet in order break down the new approach his company will take in marketing the popular drink.

Big Red’s resources and selling system could create significant growth opportunities for Xyience. And even though the brand will end its time as the self-proclaimed “official energy drink of the UFC,” Xyience won’t forget these consumers. Rather, Smith wants the brand to also reach other healthy people, such as Crossfit athletes, Color Run participants, and marathoners, for example.

“I’m just gonna soften it up a little bit,” Smith said. “Make it a little less hardcore than the image that it’s got today.”

Xyience was established in 2004 in Las Vegas and come to prominence during the growth of the UFC. It is currently one of the main sponsors of UFC women’s bantamweight champion Ronda Rousey as well as popular fighters Mark Muñoz, Matt Serra and Dan Hardy.

While this move may impact the UFC and certain fighters in the short term, it is unlikely to leave a void for very long as extreme sports and lifestyles have been a staple of the energy drink and high-caffiene beverage market for a long time.

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José began his career as a mixed martial arts journalist while still enrolled at the Walter Cronkite School of Journalism and Mass Communications at Arizona State University. Since graduating in May 2013, he has attended dozens of high profile UFC fight cards as a credentialed member of the media, providing live cage side coverage through his articles and videos. His work has appeared on UFC.com, ArizonaSports.com and AZCentral. He is also currently one of the main contributors on Power MMA Show at Arizona Sports 98.7 FM, one of the first all MMA radio shows on a major radio station.