Bud Light is once again the official beer of the Ultimate Fighting Championship.
Per a report from Marc Raimondi of ESPN, Anheuser-Busch, the makers of the embattled beer company have signed a record-breaking multi-year contract with the UFC set to kick off on January 1, 2024. The announcement comes six years after Modelo replaced Bud Light as the official beer of the UFC.
Bud Light is back as the official beer of the UFC. The promotion has signed a new partnership with Anheuser-Busch, officials told ESPN on Tuesday. Sources said it's the biggest sponsorship deal in UFC history. More coming to @espnmma.
— Marc Raimondi (@marcraimondi) October 24, 2023
During that run, Modelo Especial became the number one beer in America after conservatives called for a nationwide boycott of Bud Light after the beer brand ran a March Madness promotion with transgender TikTok star Dylan Mulvaney.
“Anheuser-Busch and Bud Light were UFC’s original beer sponsors more than fifteen years ago,” UFC CEO Dana White said in a statement. “I’m proud to announce we are back in business together. There are many reasons why I chose to go with Anheuser-Busch and Bud Light, most importantly because I feel we are very aligned when it comes to our core values and what the UFC brand stands for. I’m looking forward to all of the incredible things we will do in the years ahead.”
Dana White on the Bud Light deal pic.twitter.com/TeoEdZDDDe
— Jed I. Goodman © (@jedigoodman) October 24, 2023
The UFC’s New Partnership with Bud Light Is Reportedly Worth More than $100 Million
Once considered the king of beer, Anheuser-Busch has had a tumultuous 2023 following a marketing misfire featuring Mulvaney that sparked widespread boycotts of the brand. In recent months, Bud Light has confirmed that future marketing campaigns will be focused on sports and music, making their partnership with the UFC a no-brainer.
Bud Light will have “prominent branding” inside the Octagon, including on Dana White’s Contender Series, as part of the new lucrative deal. There will also be integration across broadcasts and social media platforms.
No official details have been revealed regarding the terms, but early reports indicate that the deal could be worth more than $100 million making it the most lucrative sponsorship deal in UFC history.
“As leaders of our category, we are focused on new opportunities to connect with consumers in new occasions,” Marcel Marcondes, Global Chief Marketing Officer of AB-InBev sys. “UFC has become an undeniable force in the sports industry, and that’s why we’re so excited to partner with them and continue to amplify this sport around the world. We will be creating new and exciting brand experiences for UFC fans.”
Transcription by VinePair
