Anheuser-Bush and UFC announced on Tuesday that they have signed a multi-year deal. The brewery which makes several brands of beer and alcoholic spirits will be the official sponsor of the UFC. Its brand Bud Light, a beer brand that has recently been knocked out from its No. 1 sales position in the U.S, will feature prominently in UFC fights from the first day of next year as it becomes the official partner of the UFC.
Bud Light was among the initial marquee brands that promoted UFC as it became more and more popular in the U.S. and in the world. Bud Light was the official brand from 2008 to 2019. In 2019 Modelo became the official sponsor for the UFC. However, this deal has not been renewed.
The Tuesday announcement confirmed that Bud Light would be the official sponsor from January 1, 2024. There is no official report on how much the deal is worth but several sources say that it is worth over $100 million dollars and is a multi-year deal. Some reports say that it is a six-year deal.
UFC CEO Dana White released a lengthy statement on the deal and mentioned that the alignment of their “core values” was one among several reasons why they had chosen to go with Anheuser-Bush and Bud Light. He also said that he was “looking forward” to all the “incredible” things that the two companies would do in future.
Bud Light was once the leading beer brand in the U.S., It had the highest sales for two decades but lost its top spot after it reportedly hired a transgender activist and TikTok celebrity as one of its brand ambassadors. There was a backlash after Dylan Mulvaney appeared in an ad campaign and sales began to drop. It also angered the opposite side when it reportedly dropped the activist and did not do enough to defend its partnership with the influencer/activist.
Bud Light is rebranding and rebuilding itself as it has shifted its focus to music and sports to once again popularize its brand across the nation. It will be “highly visible” during fights as well as weigh-ins. The Bud Light will also be seen on UFC’s digital content as well as on air.
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