Australian RTD brand, Delgados Tequila Soda, has announced a partnership with UFC, one of the world’s premier mixed martial arts organisations.

Under the partnership, Delgados will become the official tequila soda of the UFC in Australia and New Zealand. There will also be year-round activity across both markets, including live event integration at two UFC events in the region and VIP sweepstakes featuring highly in-demand tickets, as well as UFC event viewing parties.

Nick Smith, Vice President of Global Partnership at UFC, said the organisation was absolutely delighted to partner with Delgados.

“This partnership has culture and lifestyle at its core, and we cannot wait to introduce our fans to this refreshing drop and the ‘Sin Problemas’ ethos,” said Smith.

That ethos is a fundamental part of the appeal behind Delgados Tequila Soda, which combines the finest blue agave tequila with soda water, natural juices and ingredients to transport drinkers to the ultimate Mexican getaway with each sip. Launched in 2022, the brand comes in three refreshing flavours – Grapefruit & Jalapeño, Lime & Basil and Pineapple & Ginger.

This is also the latest major sporting partnership to come from Superdrop, the independent Australian drinks business behind Delgados Tequila Soda, Idle Hour Vodka and Tequila Soldada.

Ewen Pettit, Co-founder and Director at Superdrop, said: “We are thrilled to partner with the cultural juggernaut that is UFC, and we’re beyond excited to introduce their loyal fans to our delicious and refreshing tequila ready-to-drink beverage, Delgados Tequila Soda.

“Just like our product, UFC is as real as it gets. We have a full calendar of events, activations and promotions that will truly connect with our drinkers and UFC fans. We can’t wait to get started, as all roads lead to Perth in February for UFC 284.”

Despite its relatively young age (starting in just 2020), Superdrop has already seen some solid performance and huge partnerships. Earlier this year for example, Superdrop announced Idle Hour Vodka had become the Official Vodka Partner of the Formula 1 Australian Grand Prix from 2022 to 2024. Such partnerships have helped contribute to strong growth for the Superdrop business, growing at 400 per cent year on year and set to achieve eight figure revenue by 2024.

Brydie Allen

Brydie Allen is the Editor of National Liquor News. She has been with Food and Beverage Media since 2019, when she joined the company as a journalist across National Liquor News, Bars & Clubs, The...

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