If you were paying close attention to the preimier of The Ultimate Fighter 16  this past Friday night on FX, you may have noticed a new logo in the center of the Octagon – NOS Energy Drinks. It looks like NOS isn’t stopping there, as they have now announced a new deal with pound-for-pound contender and welterweight champion Georges St-Pierre.

“I feel very privileged. It’s great we can work together to create a product to best fit the athlete, and with NOS that’s what it’s all about,” said St-Pierre of the responsibility of being the brand’s face in an interview with MMAWeekly. “I’m very happy to be in the family of Coca-Cola right now and to be associated with the product.”

NOS is no stranger to sports sponsorships.They can be seen on NASCAR tracks with regularity, as well as in other similar ventures, and they even have sponsored video game competitions as well as other events. According to Arjun Chowdri, the director of sports and entertainment marketing, sponsoring GSP was perfect synergy between the parties.

“As we looked at the sport we looked at athlete partners, Georges St-Pierre obviously jumped to the top of the list. He’s an incredible person, actually came down to our offices and we talked about our brand, he talked about his brand, and we felt like there was a very organic fit around our brand really being focused on mental focus and high performance energy and that’s really everything he does,” Chowdri explained.

So what convinced NOS to jump into sponsoring the UFC and St-Pierre? Chowdri said it was an easy call to make, stating, “As we looked to expand we looked at different areas and MMA was a really ripe opportunity. It’s got that grit, that no nonsense, that high-performance energy that NOS is about.”