Mickey's Builds Powerful MMA Partnership with Spike TV’s “The Ultimate Fighter”

Milwaukee (June 1, 2009) – Mickey’s is building on its impressive history in the world of Mixed Martial Arts (MMA) by tapping into an alliance with Spike TV’s “The Ultimate Fighter,” the sport’s signature television series.

The MMA partnership ties into the brand’s overarching Mickey’s Lights Out™ marketing campaign, which includes retail and advertising components.

“There’s a strong connection between the MMA fan and the Mickey’s drinker, so the Spike TV ‘Ultimate Fighter’ partnership tying into our ‘Lights Out’ retail program will help strengthen that bond and sell more beer,” said Mickey’s brand manager Mike Davitt. “The high-impact, powerful visibility during the show will help build brand awareness. And having a consistent message and materials at retail that tie into the spirit of MMA will really resonate with consumers when it comes time to buy beer.”    

For the remaining episodes of this season’s “The Ultimate Fighter: US vs. UK,” and all of Season 10 premiering in September, Mickey’s will be prominently featured through product integration, branded features and brand logos on the mat. In Season 10, Mickey’s also will air a 30-second ad that will run during the show and on other Spike TV programming.

The retail component, which focuses primarily on convenience stores and liquor stores, uses eye-catching “Mickey’s Lights Out” point-of-sale and thematic graphics on packaging to drive interest and remind consumers to “Grab a Mickey’s. Watch the Fight.”