Phorm Energy, the new beverage joint venture backed by Anheuser-Busch InBev (A-B) and UFC boss Dana White, has chosen its fighter.
The energy drink brand, a spin-off of 1st Phorm that’s produced by A-B, on Monday morning revealed three-time mixed martial arts (MMA) champion Michael Chandler as its newest partner and a central focus of new content and marketing.
“Michael’s authenticity, work ethic, and high-energy persona align with Phorm Energy’s mission to empower individuals through performance-driven products and community engagement,” said Thomas Russell, GM at Phorm Energy, in a press release. “Michael embodies the spirit of resilience and excellence that defines our brand, and we’re excited to collaborate with him on meaningful experiences and content for our fans.”
Chandler will be integrated across digital content and in-person appearances, with “behind-the-scenes content, training insights, and interactive campaigns throughout the year,” according to a press release. The 39-year-old Missouri-native currently competes as a lightweight in the UFC.
“Phorm Energy is a brand that stands for grit, peak performance, and the relentless pursuit of pushing beyond limits – values I live by every day,” said Chandler in a statement. “I’m pumped to team up with Phorm Energy and bring fans along for the ride as we create something powerful together. This partnership isn’t just about energy – it’s about inspiring people to unlock their full potential.”
Having launched in June, Phorm Energy is already beginning to pour more fuel on the fire: A-B announced last week an additional $1 million investment to scale energy drink production at its Los Angeles brewery, part of a $7.6 million upgrade project announced last week. Phorm is among the 45 products made at the LA brewery. A-B said the investment in the brewery will allow it to product 25 oz. can and 15-pack slim can packages of Michelob Ultra.
In marketing, Phorm has a multi-year partnership with Hendricks Motorsports and picked up its first NIL deal with University of Missouri football stars Whit and West Weeks last month.
The brand comes in four flavors – Screamin’ Freedom, Grape Smash, Orange Fury and Blue Blitz – with zero sugar and 200mg of caffeine per 16 oz. can. It entered 7-Eleven stores nationwide in August.
Phorm represents A-B’s bid for a meaningful stake in the $21 billion-plus energy drink category, part of its expanding interest in non-alcoholic beverages.