Key Takeaways
Global Partnership: UFC Lightweight Champion Islam Makhachev has signed on as the Global Brand Ambassador for Saudi beverage brand Milaf.
Health Focus: The endorsement highlights the beverage’s use of natural date syrup and vitamins as an alternative to artificial sweeteners.
Market Expansion: The deal aims to accelerate Milaf’s distribution across the CIS region, China, India, and Turkey.
By NewsRum Editorial Team
DUBAI — UFC Lightweight Champion Islam Makhachev has secured a new major endorsement deal, officially becoming the Global Brand Ambassador for Milaf, a Saudi Arabian beverage company, distributors announced on Tuesday.
The partnership, facilitated by exclusive distributor Kurida F.Z.E., marks a strategic move to leverage Makhachev’s dominance in combat sports to drive the brand’s expansion into major markets including India, China, and Turkey. The collaboration focuses on bridging the gap between high-performance athletics and natural nutrition.
Aligning Athletics with Nutrition
The deal centers on Milaf’s specific market positioning as a “healthier” alternative to traditional sodas. Unlike standard carbonated drinks, Milaf’s product line—including Milaf Cola and Milaf Loumi—utilizes natural date syrup rather than refined sugars or artificial sweeteners.
For Makhachev, known for his rigorous training regimen and discipline inside the Octagon, the partnership required an alignment with his personal nutritional standards.
“I have made the decision that from now on I will recommend only those products that I trust and that I can offer to my family and friends,” said Islam Makhachev regarding the announcement.
Makhachev noted that his decision to represent the brand was based on the product’s formulation, specifically the absence of artificial additives, which aligns with the dietary requirements of elite athletes.
Strategic Expansion
The announcement comes as Kurida F.Z.E. seeks to broaden the beverage’s footprint beyond the Middle East. By attaching a global sports icon to the brand, the company aims to appeal to the international sports community and wellness-conscious consumers.
“It is a great honor for us that Islam Makhachev represents Milaf on the global stage,” said Michael G. Shariff, Esq., representative of Kurida F.Z.E. “Islam embodies family values, strength of spirit, and a healthy lifestyle — everything that the Milaf brand represents.”
The agreement covers a unified global strategy, positioning the beverages as part of a wider national initiative from Saudi Arabia to promote natural food products on the international stage.