UFC President Dana White has stepped into the high-stakes energy drink arena as an investor and owner in Phorm Energy, a new entrant powered by a heavyweight partnership between Anheuser-Busch and 1st Phorm, a leading US sports nutrition brand.
This strategic alliance merges three powerhouses — sports, beverage, and nutrition — into a single, high-growth venture aimed at disrupting a saturated energy drink market dominated by Red Bull and Monster.
The Brand: Phorm Energy
Phorm Energy hits shelves with four launch flavors:
- Screamin’ Freedom
- Orange Fury
- Grape Smash
- Blue Blitz
What sets Phorm apart? According to co-founder and 1st Phorm CEO Sal Frisella, it’s not just taste — it’s the formula. Built on 20+ years of expertise in performance nutrition and refined after over 400 flavor iterations, Phorm Energy promises natural caffeine, clean ingredients, and a superior mouthfeel tailored for modern consumers.
The Partnership: From Beer to Energy
The idea was born from Anheuser-Busch’s recent partnership with UFC. During a visit to St. Louis, White met with CEO Brendan Whitworth, and the two discovered strong alignment in vision and execution.
“I’m an energy drink guy. I drink it every day. I love building brands. So this was a perfect fit.” – Dana White
White is not a sponsor or ambassador — he’s a full-fledged owner, invested in building the brand from scratch. Importantly, UFC’s existing energy drink sponsor Monster Energy has no objections to White’s ownership, reinforcing the transparent and independent nature of this venture.
NASCAR, Hendrick Motorsports & Phorm’s Multi-Sport Play
To amplify its reach, Phorm Energy has signed a multi-year partnership with NASCAR’s Hendrick Motorsports, home to two-time Daytona 500 champion William Byron and vice-chairman Jeff Gordon.
The Phorm Energy logo will feature prominently:
- On suits, helmets, and gear of Hendrick’s top drivers
- Across its new 35,000 sq. ft. facility in Charlotte
- In training centers focused on pit crew performance and athleticism
“Pit crews are often overlooked, but they’re elite athletes. This partnership gives us a unique angle in sports performance storytelling.” – Brendan Whitworth
Strategic Insights: Why This Matters
The US energy drink market is estimated to surpass $30 billion by 2027. With high brand loyalty but increasingly health-conscious consumers, Phorm Energy is targeting the sweet spot: performance + clean label + personality.
This venture ticks every strategic box:
- Celebrity-backed but not reliant on influencer marketing
- Backed by a legacy distributor (Anheuser-Busch) with mass access
- Nutritionally credible with 1st Phorm’s science and sport foundation
- Diversified via UFC and NASCAR integrations from Day 1
What’s Next for Phorm Energy?
Phorm Energy isn’t looking to play regional games — it’s building with global ambition.
“I don’t just want to enter the category. I want to win. Globally.” – Dana White
With UFC’s global footprint, Hendrick’s dominance in motorsport, and Anheuser-Busch’s operational muscle, Phorm Energy is well-positioned to become the next-generation energy drink brand.
This is a textbook example of how cross-industry collaboration, athlete-driven brand equity, and supply chain firepower can fuel an entirely new consumer product.
For sports properties, athletes, or startups looking to launch in crowded categories, this model is worth studying — and replicating with the right partners.
If you’re building a consumer-facing brand in the sports ecosystem, we help turn partnerships into products, and products into platforms.
Reach out to 365247 Consultancy for advisory on athlete-led ventures, cross-category brand strategy, and high-impact commercial rollouts. Schedule your introductory call here.
Join the 365247 Community here.
IMAGE: Getty Images
