World Series of Fighting 5, which features a heavyweight headliner between sambo master Andrei "The Pit Bull" Arlovski (19-10) and heavy-handed slugger Mike "MAK" Kyle (20-9-1), airs live on NBCSN at 9 p.m. ET.
MMA, in recent years, has moved from an emerging spectacle to a mainstream and well-established sport that attracts a passionate, primarily younger audience. The sport involves highly skilled mixed martial artists inside a 28-foot cage and fuses two or more styles of fighting that often includes Brazilian jiu-jitsu, freestyle wrestling, boxing, tae kwon do, jeet kun do, judo and karate. The athletes are highly trained in the multiple styles, and the fights are as extremely technical as they are exciting.
The HIT Supplements' brand, logo, and slogan - Hit Harder - pair well with World Series of Fighting, and the two companies' target demographics are nearly identical.
"Partnering with the World Series of Fighting was a natural fit for us," HIT Supplements President Shawn Fernandez said. "Everything about MMA, from the intense competition to the caliber of athletes in the cage, screams HIT. When you really understand the amount of training these guys put in and the dedication, it's easy to see why World Series of Fighting is an event we would want to support."