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XYIENCE signs endorsement deal with mixed martial artist Jon “Bones” Jones

LAS VEGAS, NV– XYIENCE, maker of Xenergy, the official energy drink of the Ultimate Fighting Championship (UFC), announces that mixed martial arts (MMA) fighter Jon “Bones” Jones has joined its team of brand ambassadors.

The 23-year-old Jones competes in the UFC’s light heavyweight division and has a record of 11-1-0. Jones will represent the brand at MMA and beverage industry events and have a presence on www.xyience.com and in XYIENCE’s marketing collateral.

“Jon is a passionate young athlete whose love for MMA and its fan base, which is our core consumer, will strengthen our brand,” says Jessica Hughes, XYIENCE’s marketing director. “His dedication has enabled him to accomplish a great deal at a young age. It’s that kind of enthusiasm that inspires fans, and we are thrilled to have Jon as a part of the XYIENCE family.”

A native of Rochester, N.Y. and a former collegiate wrestler for Iowa Central Community College in Fort Dodge, Jones quickly earned his place in his division by defeating fierce MMA competitors Andrea Gusmao, Stephan Bonnar, Jake O’Brien and Brandon Vera. Jones was named “Breakthrough Fighter of the Year” at the World MMA Awards, a red carpet event that was held in Las Vegas on December 1. In 2009, Fight! Magazine named Jones “Newcomer of the Year,” while Sherdog deemed him “Breakthrough Fighter of the Year.”

“I am honored to be a part of the XYIENCE team alongside legendary fighters like Wanderlei, Matt and Dan,” says Jones, who will face Ryan Bader at UFC 126 on February 5, 2011. “XYIENCE is an important part of the MMA community and I’ve been a big fan of Xenergy for years, so this is incredible. I look forward to working with the other athletes and the XYIENCE team in the months ahead.”

Jones, who has been fighting in the UFC since 2008, joins current XYIENCE team athletes Wanderlei Silva, Matt Serra and Dan Hardy, who also fight in the UFC.

“From our first meeting with XYIENCE, there was great synergy,” says Malki Kawa of First Round Management, Jones’ agent and manager. “XYIENCE expressed a sincere interest in aiding Jon in reaching his goals as an athlete, so the partnership is a natural fit. We know this is a relationship destined for great success.”

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