The marketing website Promo Magazine has a feature article today about ‘No Fear Energy’ and its sponsorship of MMA with the WEC and Urijah Faber:

PepsiCo has launched two national promotions around its sponsorship of World Extreme Cagefighting and the combat sport’s featherweight superstar Urijah Faber.
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No Fear Energy is the official energy drink of cagefighting, an American mixed martial arts sport that is the sister to the Ultimate Fighting Championship. The line of beverages is the focus of a new on-pack promo and a sweepstakes that uses Farber’s name and likeness in an effort to get the drink into the hands of a wider audience.

At retail, people who purchase the beverages can pop the top, register online and enter the code. Eight instant-winners get VIP experiences, including trips to live WEC events, motocross excursions, surfing lessons or backstage passes to concerts on the No Fear Energy Music Tour. Life-size standees of Farber, known to fans as The California Kid, support the Earn Some Cred promotion, which runs through Aug. 8.

Last weekend, the Roll with Urijah sweepstakes got underway offering the chance to win a trip to Las Vegas to join Faber at a WEC event. The grand-prize winner will be announced live on Versus, formerly the Outdoor Life Network, on April 5 during the WEC event in Chicago.

We’ll cut them a *little* slack for continually referring to MMA as ‘cagefighting’ in this case since the promotion’s name *is* ‘World Extreme Cagefighting’. Check out the spiffy Urijah Faber standup which will soon grace the soft drink aisles of grocery stores from coast to coast. No word yet on whether it falls down if Mike Brown walks by…

New PepsiCo Brand Promo Focuses on Cagefighting @ Promo Magazine

UPDATE: Just noticed that the article mis-spells Faber’s name as ‘Farber’ midway through the quoted passage…no doubt they regret the error.