Despite the IFL’s inability to generate much dough via their live shows, they’ve been wheelin’ and dealin’ recently. The league announced yesterday that they have partnered with Media Prima Berhad – the largest integrated investment group in Malaysia and puppet masters of four Malaysian TV stations – to air “IFL Fight Night” every week in Malaysia. The agreement begins sometime this year. Adding Media Prima Berhad to their programming partners increases the IFL’s coverage to over 300 million homes worldwide. Other carriers include HBO Latin America, HDNet and FSN here in the homeland, MBC for the Middle East and some areas of Africa, Star TV for Asia coverage, CanWest Global and Fox Sports Canada in Canada, EGO in Israel, TV4 in Sweden, and Armed Forces Television worldwide, among others. This goes along with their continued efforts to keep their IFL content on-line for the fans – a stark contrast to other organizations like, say the piss-on-our-parade UFC.
The IFL has now added Throwdown Industries to the financially-challenged family. Throwdown is set to become the official energy drink, fight gloves and ring of the IFL for 2008-2009. This is a good move for Throwdown considering the global scope the IFL covers. The company is one of the top providers of MMA gear, cages, rings, and training equipment – plus they have sweet, sweet Arianny hanging around. The energy drink is distributed by Cott Corporation, one of the largest nonalcoholic beverage companies in the history of the universe and the world’s largest retailer brand soft drink provider, but of course everyone knows that.
From the press release:
“We are very pleased to be able to add one of the growing brands in the industry in Throwdown to the IFL family,” said IFL CEO Jay Larkin. “The extensive marketing that an industry giant like the Cott Corporation, one of the legends in the consumer packaging industry, will put behind this gives us a very strong position to grow our brand and our athletes into the future.”
“Throwdown and Cott add credibility and excitement to the sport of MMA through its products, services and partnership with the IFL and other fight leagues, firmly entrenching Throwdown’s global leadership position in supporting MMA,” added Throwdown President Mike McIntyre.
Throwdown and Cott will implement an extensive activation platform at retail and at IFL events, using IFL athletes, coaches and brands in consumer promotions and a multimedia campaign. They will also support the partnership on IFL broadcasts in the United States on FSN and HDNet, as well as in Canada on Fox Sports Canada and worldwide in the over 70 countries IFL program is currently carried on a weekly basis. The activation plan will launch around the IFL’s next event on Friday, April 4, at the IZOD Center in East Rutherford, New Jersey.
The Throwdown Energy Drink claims that “if you’re giving it everything you’ve got and throwing caution to the wind, knowing if you get knocked down you’re going to get back up and keep pushing till you reach your goal, then you’re ready for a Throwdown Energy Drink.” That pretty much describes me except the throwing caution to the wind part. I’m just too damn careful. Actully, if I get knocked down I don’t get back up, so none of that describes me.
Regardless, I’m ready for that tasty-looking stuff Rampage is always sipping – Throwdown Rampage Punch™. The actual description: “the signature flavor of Light Heavyweight Champion Quinton “Rampage” Jackson, was created specifically for him as he loves punch and loves to punch.” Good God, that’s one of the lamest descriptions ever but it does help explain Brock Lesnar‘s new venture, Brock’s Foot Long Wieners™.