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UFC and MMA fan favorite Dustin 'The Diamond' Poirier announce marketing partnership

Poirier’s Louisiana Style named official hot sauce of UFC in new multi-year marketing partnership.
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LAS VEGAS and LAFAYETTE, La. – UFC, the world's premier mixed martial arts organization, and former interim UFC lightweight champion Dustin "The Diamond" Poirier, today announced a multi-year marketing partnership in which Poirier's branded hot sauce, Poirier's Louisiana Style, will serve as the official hot sauce of UFC. 

As an official partner of UFC, branded content featuring Poirier's Louisiana Style will be featured across UFC's popular social media channels and digital platforms, which reach more than 200 million followers worldwide. The "official hot sauce" designation also establishes a new sponsorship category for UFC.

"It means a lot to have Poirier's Louisiana Style named the first-ever official hot sauce of UFC," Poirier said. "Putting in the work – whether it's training for the next fight, creating a hot sauce company, or helping through our Good Fight Foundation – it's all about building a legacy for my family and my community. These hot sauces come from the cuisine I grew up with in Lafayette, Louisiana. These are my roots, and I'm excited for UFC fans to share the Cajun flavors I love."

Poirier's Louisiana Style will activate around the highly anticipated "UFC 281: Adesanya vs. Pereira," which takes place this Saturday, November 12, at the iconic Madison Square Garden. Poirier (28-7 MMA, 20-6 UFC), who is represented by Dulcedo Management Group, will participate as part of the event's main card, taking on No. 5-ranked lightweight challenger Michael Chandler (23-7 MMA, 2-2 UFC). The event also features two highly anticipated championship matchups. In the main event, UFC middleweight champion Israel Adesanya looks to settle the score with former kickboxing foe and No. 5-ranked contender Alex Pereira. In the co-main event, UFC women's strawweight champion Carla Esparza intends to defend her newly won title for the first time against former champion and No. 2-ranked contender Zhang Weili.

Poirier's line of hot sauces can be found at retailers including Amazon and HEATONIST. For additional information on Poirier's Louisiana Style, including details on how to order, please visit Heatonist.com/dustin-poiriers-louisiana-style.