Seattle, Washington-based Jones Soda Co. has secured a sponsorship agreement with Julianna Peña, the mixed martial artist who won the UFC Women’s Bantamweight Championship last month and was recently named MMA Junkie’s Female Fighter of the Year.
Jones Soda took notice of Peña’s rising career as she trained in advance of her upset to dethrone the defending Bantamweight champion on Dec. 11. The “Venezuelan Vixen” is a northwestern Seattle hero with a feisty attitude who strongly complements Jones Soda’s brand personality.
“We have strategically turned up our marketing efforts over the past 18 months, and those initiatives have played a pivotal role in rebooting our growth,” said Mark Murray, Jones Soda president and CEO.
“Partnering with Julianna Peña is not only an extension of those efforts, but also a whole new way to raise our brand profile. Julianna is highly visible, she has a passionate fan base, and she is as authentic in her space as we are in ours. I can’t think of a better person to represent the brand.”
The sponsorship was finalized earlier this month, prior to Peña’s Jan. 13 appearance on the Ellen DeGeneres show and a Jan. 26 segment on the Joe Rogan Experience podcast.
Peña will wear the Jones logo on her fight apparel, as well as promote Jones by wearing the company’s T-shirts and other branded merchandise in media appearances and through brand references on her social media platforms. The team is also exploring possible collaborations on future soda flavors.
“This partnership is a perfect match for me,” Peña said. “Jones is a fun brand with bold flavors and a strong personality. We’re going to have a great time working together.”
Jones Soda Co. markets and distributes premium beverages under the Jones Soda and Lemoncocco brands. Jones Soda is made with pure cane sugar and other high-quality ingredients and is known for packaging that incorporates ever-changing photos sent in from its consumers.
For more information, visit jonessoda.com.
