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UFC 3D logo with Generic Red Color


LAS VEGAS and SINGAPORE – UFC, the world’s premier mixed martial arts organization, today announced that 19 Crimes, an award-winning global wine brand by Treasury Wine Estates, has been named the Official Wine of UFC in Asia.

UFC & 19 Crimes logos


As the Official Wine of UFC in Asia, 19 Crimes will feature in a range of UFC assets within live broadcasts and on UFC-owned social media channels, including logo integration, a series of “KO of the Week” content pieces, and brand presence and slogans in the world-famous Octagon. In addition, 19 Crimes will be a Presenting Sponsor at a Fight Night Event hosted within Asia in 2023.

Kevin Chang, UFC Senior Vice President and Head of Asia said, "19 Crimes celebrates the pioneers who broke barriers and pushed the limits of what is possible, the same spirit we carry at UFC. We are excited to partner with 19 Crimes in Asia and beyond.”

Kjetil Undhjem, Treasury Premium Brands Chief Marketing Officer said, "We are thrilled to partner with leading mixed martial arts organisation UFC. Like 19 Crimes, UFC celebrates the stories of courageous people who challenge conformity and expectations, and we look forward to working with them to disrupt the worlds of wine and MMA, together."

About UFC

UFC is the world’s premier mixed martial arts organization (MMA), with more than 700 million fans and 228 million social media followers. The organization produces more than 40 live events annually in some of the most prestigious arenas around the world, while broadcasting to over 900 million TV households across more than 170 countries. UFC’s athlete roster features the world’s best MMA athletes representing more than 80 countries. The organization’s digital offerings include UFC FIGHT PASS®, one of the world’s leading streaming services for combat sports. UFC is owned by global entertainment, sports and content company Endeavor, and is headquartered in Las Vegas, Nevada. For more information, visit and follow UFC at, Twitter, Snapchat, Instagram and TikTok: @UFC.

About 19 Crimes

19 Crimes turned convicts into colonists. In 18th-century Britain, criminals guilty of at least one of the 19 Crimes, were sentenced to live in Australia, rather than death. For the rough-hewn prisoners who made it to shore, a new world awaited. As pioneers in a frontier penal colony, 19 Crimes wines celebrate the rebellious spirit of the more than 160,000 exiled men and women that forged a new culture and national spirit in Australia. Today, 19 Crimes continues to celebrate that spirit by partnering with modern day culture creators and innovators. In 2020, 19 Crimes collaborated with entertainment icon, Snoop Dogg to launch Cali Red, the #1 selling single wine in IRI’s New Product Pacesetter history. His next release, Snoop Cali Rose was named the #1 Wine innovation of 2021 and later, Snoop Cali Gold was awarded #1 Sparkling Wine Innovation of 2022. The highly successful partnership prompted 19 Crimes to collaborate with tastemaker Martha Stewart to launch the #1 Wine Innovation of 2022, Martha’s Chard.

To learn more about 19 Crimes, please visit and follow us on Facebook 19 Crimes, on Instagram @19crimes and on Twitter @19crimes.

About Treasury Wine Estates

Treasury Wine Estates (TWE) is one of the world’s leading wine companies, listed on the Australian Securities Exchange. With a portfolio of outstanding wine brands, prized viticultural assets and world-class production facilities, the Company’s commitment to delivering shareholder value is underpinned by its passion for crafting, marketing and selling quality wine for consumers. It achieves this through building sustainable partnerships with customers and other industry partners, globally. The business is led by a cultural code, which is set out in three DNA pillars – we bring our whole self, we are courageous and we deliver together. TWE’s DNA is at the heart of every decision the Company makes and forms the foundation of the Company’s value proposition: Thinkers. Makers. Doers.

TWE employs approximately 2,500 talented people across the world, with wine sold in more than 100 countries.