London, England (7th May 2024)BOXXER and HELL ENERGY, one of the world’s fastest-growing energy drinks brands, are delighted to announce a new major partnership.

HELL ENERGY is one of the fastest growing FMCG brands in the world, as proven by its explosive export expansion and growing global popularity. The energy drink brand was crafted in 2006 and by 2010, it had become the market leader in Hungary. It has become a key player internationally, with an export market of more than 60 countries. In addition to Hungary, among others, it is the market leader in Bulgaria, Romania, Bosnia and Herzegovina, Slovakia, Croatia, Greece and Cyprus. It has also recently launched in the UK.

HELL ENERGY is a unique player in the energy drink sector, the only one in the world in the beverage sector that is able to claim to have a market-leading, established brand in several countries, its own ultramodern filling factory and aluminium beverage can factory, giving it an unparalleled strategic position globally.  

With A-List celebrity ambassadors and former sponsorship of Williams Racing Formula 1 team, HELL ENERGY has an illustrious history of unique and powerful brand marketing campaigns. Most recently, the brand launched its HELL Boxing Kings concept, an innovative series of boxing competitions taking place across 10 European countries, with winners to be crowned in 4 weight classes and a huge $1 million total prize fund.

 The partnership will see HELL branding positioned across all BOXXER’s pre-promotional activity in the lead-up to its forthcoming events, including press conferences, open workouts and weigh-ins. Extensive in-arena exposure on fight night will include HELL branding on the ring canvas, toblerones, ropes, and branding on venue screens/LED; and mentions by the MC during each live broadcast.

HELL product will be positioned across press conferences and in fighter changing rooms on show night – with exciting experiential brand activations to be announced soon, along with a host of unique social and digital content campaigns featuring key BOXXER talent.

BOXXER shows air LIVE and exclusively on Sky Sports in the UK and Ireland, after the leading UK sports broadcaster signed a four-year deal with BOXXER in 2021. A rapidly-growing international footprint sees BOXXER shows now air on tier-one broadcast platforms in 150+ territories globally, including NBC in the USA and many of HELL’s key markets across Europe.  The next-generation promotion is home to a world-class stable of fighters including Joshua Buatsi, Chris Billam-Smith, Ben Whittaker, Savannah Marshall, Caroline Dubois, Richard Riakporhe, Adam Azim and many more.

 The partnership will commence with BOXXER’s next event this Saturday 11th May in Cardiff, Wales, as Jessica McCaskill (USA) and Lauren Price (UK) clash for the unified WBA, IBO & Ring Magazine Welterweight World Championship. A fascinating match-up sees the highly-experienced, former undisputed world champion McCaskill take on home favourite Price – who has raced to 6-0 as a professional, having won Olympic, World, Commonwealth and European gold as an amateur. In the UK & Ireland, the event will be simulcast on Sky Sports and BBC Wales.

BOXXER’s founder and CEO Ben Shalom said: “We’re delighted to welcome HELL ENERGY as BOXXER’s Official Energy Drink Partner. They are a truly global brand and their exciting growth trajectory since 2006 speaks to our own aggressive growth in recent years, and our ambitions in the sport. HELL’s existing footprint in boxing, innovative marketing strategy and emphasis on sustainability, made the alignment clear for all to see from our very first conversations, and we’re looking forward to kicking things off with a huge night in Cardiff.”  

Commenting on the partnership, Adrienne Popovics, Marketing Director at HELL ENERGY, said: “The partnership between BOXXER and ourselves comes at a fantastic time for HELL ENERGY, as we begin to broaden our horizons further and expand our stockists in the UK market. BOXXER’s mission and values align so perfectly with our own, so this partnership feels like a really natural fit, and we’re excited to work closely with them as we expand the reach of our products much further afield.”

To find out more about HELL and their full range of products, visit https://www.hellenergy.com/gb/

And for more detail on the sustainable nature of HELL’s products and operations, see https://www.hellenergy.com/sustainability/en/

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