According to the beverage, it was informed Tuesday morning by Lorenzo Fertitta and the UFC that the brand will no longer be welcome in the UFC and WEC, beginning with this Saturday's UFC 121 in Anaheim.
"GOOD4U Drinks is seen by Zuffa as a direct competitor to Xenergy (which is owned by Zuffa) and AMP Energy which advertises heavily on both WEC events and Spike TV's The Ultimate Fighter program, and although GOOD4U are sport drinks not energy drinks, they have been taking share from these brands," Double D Beverage Co-President Rick DeBanks stated.
Chris Camozzi, Patrick Cote, Matt Hamill and Jon Madsen were four fighters who would have been sponsored on Saturday.
Former UFC interim champ Shane Carwin, who is sponsored by the drink and is prominent throughout the drink's official website, chimed in on Twitter his disappointment with Zuffa's decision.
"And another worthy, great, honorable company supporting fighters banned from the UFC," Carwin tweeted. "Thank you for making a tough road even tougher."