SFL lands Mountain Dew as sponsor for new season


Mountain Dew has joined hands with Super Fight League, the first India-based Mixed Martial Arts property.

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.

Ruchira Jaitly, Category Director- Flavours, PepsiCo India:
“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’ (Beyond fear lies victory) philosophy has always urged consumers to shrink their fears, move ahead with a self- belief and explore new boundaries.”

Raj Kundra, Co-Founder, Super Fight League:
“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."

Catch the Friday Fight Nights live on Star Sports, Star Sports 2, youtube.com/sfl, and mixedmartialarts.com, onwards starting 29th March, every alternate Friday.

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Recent Comments »

used2wrestle site profile image  

3/26/13 5:13 PM by used2wrestle

My thoughts, exactly, Michael Page! Great eye for talent and great coup. To better develop your Indian talent, you need to have them beat "name" opponents and also avoid number blowout matches using very judicious matchmaking.I watched the entire season of SFL Challengers and loved it. Have you noticed that after 18 seasons, the UFC has adopted your concept of males and females living together?I felt all of your fighters, male and female, needed a lot of help with wrestling though, especially to further legitimize your fighters to the more experienced worldwide audience. While India is full of phenomenal freestyle wrestlers, if they haven't translated the wrestling game to cage fighting, I would be the perfect candidate wrestling coach for potential future seasons. Is there a person I should contact? Mr. Isaac possibly?

Crush Crawfish site profile image  

3/26/13 3:45 PM by Crush Crawfish

I love Mountain Dew lol

SuperFightLeague site profile image  

3/26/13 3:14 PM by SuperFightLeague

Thank you for your support of our sponsors and Super Fight League. 

Crush Crawfish site profile image  

3/26/13 2:58 PM by Crush Crawfish

I'm drinking a Mountain Dew right now to show support.

smoogy site profile image  

3/26/13 2:32 PM by smoogy

Having a major brand's logo on the canvas doesn't necessarily make it a major sponsorship. Brewers like Bud Light sponsor tiny shows all over the US but not for substantial amounts of money. What are the terms of the SFL/Mountain Dew deal? Is it multi-year? How much will they contribute per event?

SuperFightLeague site profile image  

3/26/13 2:22 PM by SuperFightLeague

We know that the former WEC had Amp Energy Drink, an extension of the Mountain Dew brand and the UFC's The Ultimate Fighter show had NOS Energy Drink, a Coca-Cola product, but no MMA promotion has had a top-tier Pepsi or Coca-Cola brand sponsorship to date to our knowledge. 

Leghound site profile image  

3/26/13 1:17 PM by Leghound

Damn, that's a very recognizable brand to be associated with.  Has Mountain Dew ever sponsored any US based promotion? 

Seats Taken site profile image  

3/26/13 12:44 PM by Seats Taken

Mountain Dew, Pow, Punch, Kick, Wow, crack open a can FWWPSSHHH FWWPSSHHH wow!  Supahhh! Fightttt! Leeeaagggguueee!

Ray Elbe site profile image  

3/26/13 12:28 PM by Ray Elbe


Bat21 site profile image  

3/26/13 12:25 PM by Bat21

Congrats on the sponsorship deal, I wish for you every success and look forward to seeing more SFL events in the future.