Becomes the Official Beverage Partner for the first India-based Mixed Martial Arts property
New Delhi, March 25, 2013: Where there is action, there is Mountain Dew. Known for its bold, daring, fearless persona, Mountain Dew has joined hands with Super Fight League, the first India-based Mixed Martial Arts property founded by Raj Kundra. The association brings alive the brand philosophy of ‘Darr Ke Aage Jeet Hai’ as the new season of Friday Fight Nights commences on 29th March 2013 in Mumbai.
Mountain Dew has always supported extreme sports that test the true strength and spirit of the mind and body. As a brand, it has constantly identified itself with energy, bravado and fortitude. This association with Super Fight League is a perfect fit as the sport symbolizes courage and hard work; all for the glory of achievement and reward.
In this exhilarating season, MMA warriors from all across the globe will come together in a legendary battle for the ownership of the Championship Title belt and the honor of being known to all as the Super Fight League World Champion. Tapping the potential of SFL, Fighting Spirit the leading international fight sport distribution giant has signed on a two-year partnership and worldwide media rights for the content owned by SFL. 11 title belts, 8 for males and 3 for female weight categories have been announced this season; heating up the ring and intensifying the battle.
Ruchira Jaitly, Category Director- Flavours, PepsiCo India said, “Mountain Dew is proud to partner with the Super Fight League. The brand has always aimed at inspiring people to be fearless and believing in their convictions. Celebrating the spirit of confronting fears to win, Mountain Dew’s ‘Darr Ke Aage Jeet Hai’ philosophy has always urged consumers to shrink their fears, move ahead with a self- belief and explore new boundaries. The brand enjoys high salience in the Indian market via an engaging platform of experiencing action sports like never before. Super Fight League brings together wonderful athletes from the entire world to showcase their talent and we are hopeful of an exciting season ahead.”
“I am extremely excited about partnering with Mountain Dew. The brand has always stood for fearlessness and adventure. I am sure that our journey together in SFL would be full of spirit, courage and good sportsmanship. The long haul for victory, the ‘can-do’ attitude of the brand is in perfect keeping with the motto of Super Fight League. Martial Art is an inspiring sport. It seeks to tell everyone what can be achieved with a ‘never-say-never’ attitude and hard work. Super Fight League was our way of celebrating this sport and the athletes that follow it. We are looking forward to a great partnership with Mountain Dew for the upcoming SFL season”, commented Raj Kundra, Co-Founder, Super Fight League.
Catch the Friday Fight Nights live on Star Sports, Star Sports 2 and youtube.com/sfl, 9 Pm onwards starting 29th March, every alternate Friday