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Mountain Dew targets MMA fans with SFL sponsorship

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MUMBAI: PepsiCo?s carbonated soft drink brand Mountain Dew has joined hands with Super Fight League, the first India-based Mixed Martial Arts property founded by Raj Kundra.

The association brings alive the brand philosophy of ?Darr Ke Aage Jeet Hai? as the new season of Friday Fight Nights commences on 29 March in Mumbai.

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.

In this exhilarating season, MMA warriors from all across the globe will come together in a legendary battle for the ownership of the Championship Title belt and the honour of being known to all as the Super Fight League World Champion.

With 11 title belts this season, 8 for males and 3 for female weight categories, the battle has only heated up.

PepsiCo India Category Director- Flavours Ruchira Jaitly said, ?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? philosophy has always urged consumers to shrink their fears, move ahead with a self- belief and explore new boundaries. The brand enjoys high salience in the Indian market via an engaging platform of experiencing action sports like never before. Super Fight League brings together wonderful athletes from the entire world to showcase their talent and we are hopeful of an exciting season ahead.?

?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," commented Raj Kundra, Co-Founder, Super Fight League.

SFL?s Friday Fight Nights will be televised live on Star Sports, Star Sports 2 every alternate Friday besides being live streamed on YouTube.

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