Paddy Pimblett is adding beer business owner to his résumé.
The British UFC lightweight has joined ROLEY’S as a shareholder and global strategic partner. The move goes beyond a standard athlete endorsement, with “The Baddy” set to work alongside the British beer company as it expands into new markets.
Pimblett brings one of the most recognizable personalities in British MMA and a sizeable international following to the brand. ROLEY’S, meanwhile, is positioning its Super Natural Lager at the intersection of beer, sport and active lifestyles.
“I’m a huge beer lover; it’s one of my go-to’s post-fight,” Pimblett said.
Pimblett Takes an Ownership Role
Pimblett said he was drawn to ROLEY’S because the company challenges the idea that people interested in sport and fitness must give up the things they enjoy. His involvement as a shareholder gives him a stake in the company’s growth, while the global strategic partner role will allow him to work directly with the team.
That level of involvement was important to ROLEY’S founder and CEO Stewart Rowley.
“This is about building something truly unique together,” Rowley said.
The partnership is a natural fit for Pimblett’s public persona. The Liverpool native has never hidden his love of food and beer between training camps, and he has built much of his following by remaining candid about life both inside and outside the cage.
Now, that connection to his audience will become part of ROLEY’S international strategy.
ROLEY’S Targets Active-Lifestyle Beer Market
ROLEY’S describes itself as a new-generation British beer company developing products for modern lifestyles. Its debut product, Super Natural Lager, is a 4.4% alcohol-by-volume premium lager made with the company’s proprietary SmartBrew™ fermentation process.
According to ROLEY’S, that process gives the lager up to 400 times more naturally occurring B vitamins and up to 35.8% fewer calories than other leading international lagers while retaining its alcohol content and flavor. Those figures are claims made by the company and should not be interpreted as suggesting that alcohol provides health benefits.
The company has steadily connected itself with sport, fitness and modern drinking culture. Rather than marketing Super Natural Lager as a replacement for training or nutrition, ROLEY’S is pitching it as an option for consumers who want to enjoy a beer after competition, exercise or other achievements.
Pimblett said the company’s technology and approach made the ownership opportunity appealing.
“Coming on as a shareholder and global strategic partner just made sense to me,” he said.
U.S. Expansion Planned for 2027
The partnership arrives as ROLEY’S prepares for broader international growth. The company has received recognition at the 2025 and 2026 World Beer Awards and plans to enter the U.S. market in early 2027.
Pimblett’s reach within the UFC and combat-sports community could provide an immediate audience when that expansion begins. His involvement also gives ROLEY’S a prominent athlete partner who openly connects beer with the moments following training and competition.
For Pimblett, the deal represents more than another name-and-likeness agreement. He is joining the ownership group and will have a role in shaping how the brand reaches consumers worldwide.