XYIENCE & Skram in Xtreme Video of the Month

TUESDAY, 26 MAY 2009

LAS VEGAS, NEV. -- To launch its new energy drink—Xtreme Xenergy—XYIENCE, the official energy drink of the Ultimate Fighting Championship (UFC) announces a partnership with Skram Media, publisher of Urban Climber, Climbing Magazine, and Mountain Gazette. On June 1, Urban Climber kicks off the Xtreme Video of the Month Contest, powered by XYIENCE. Xtreme Xenergy is a revved-up version of Premium Xenergy but, much like Urban Climber and its sister publication Climbing, is targeted toward younger and more image-conscious consumers. The six-month promotion is hosted by Urban Climber's UCTV (www.myuctv.com), the magazine's YOUTUBE for rock climbers' site. A winning climbing film will be announced monthly and winners will receive a month's supply of Xtreme Xenergy as well as a XYIENCE gift pack. XYIENCE will also sponsor a print promotion in Urban Climber's Coin Section and will provide an annual supply of Xenergy to the UC Filmmaker of the Year.

Inside its slick, black 16-ounce can, Xtreme Xenergy packs more B12 vitamins and slightly more caffeine than Premium Xenergy but is still sugar- and calorie-free with a minimal carb count. Before heading to the crag, climbers can grab a can of Lemon Blast, Citrus Slam, Cherry Rush, or Apple Jak'd.

"Urban Climber and Xenergy are well-matched in demographics and, most important, both value aligning with quality lifestyle brands to better serve our consumers. We feel this relationship will enrich the online experience for the UC audience and provide XYIENCE with an interesting way to reach out to the climbing market," says Mark Crowther, Skram Media publisher. "We believe in the Xenergy brand and look forward to a successful partnership with XYIENCE."

"While we have a strong and valuable alliance with the UFC, at our core we're a brand that serves the needs of people who engage in healthy, active lifestyles. The mixed martial arts market has tremendous crossover into other action sports, like climbing," says Csaba Reider, XYIENCE president and CEO. "Our partnership with Skram Media enables XYIENCE to communicate with the climbing community on a grassroots level. We know this market demands a quality and high-performance product and Xenergy will exceed expectations."

Through its sponsorship of the UFC, the XYIENCE and Xenergy brands reach 420 million households worldwide. The UFC's current television distribution allows sponsors like XYIENCE to reach 50 million U.S. households and 380 million households outside the U.S. in over 100 countries and territories, with programming delivered in 20 languages.