Bud Light Returns As UFC’s Official Beer Sponsor In Six-Year Deal
In a strategic maneuver to revamp its image following the Dylan Mulvaney controversy, Bud Light has stepped into the octagon as the official beer sponsor for the UFC. This partnership, spanning six years, was announced on Tuesday.
This new alliance, which will start in 2024, will see Anheuser-Busch replace Modelo as the official beer partner of the UFC.
— New York Post (@nypost) October 24, 2023
In a statement announcing the partnership, the CEO of UFC, Dana White, expressed his enthusiasm for the renewed partnership, stating, “Anheuser-Busch and Bud Light were UFC’s original beer sponsors more than fifteen years ago. 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.”
The CEO of Anheuser-Busch, Brendan Whitworth, echoed this sentiment, emphasizing their shared commitment to iconic sporting moments and community impact. “Anheuser-Busch and Bud Light have always been on the cutting edge of iconic sporting moments that fans remember forever, and reuniting with UFC is a continuation of this industry-leading legacy. As one of the largest and longest-standing sport sponsors, we are excited to work with UFC to celebrate our passionate fans while always making a positive impact in communities across America,” he stated.
Bud Light’s decision to join forces with UFC comes after a controversial partnership with transgender influencer Dylan Mulvaney. Their collaboration on an Instagram ad during March Madness led to a challenging period for the brand, with sales plummeting and stock levels dwindling.
Speaking on “The Sean Hannity Show,” White defended his decision to partner with Anheuser-Busch, emphasizing that it wasn’t solely about financial gain. He highlighted the positive contributions made by Anheuser-Busch to the American economy.
While acknowledging that not every business decision will please all fans, White also asserted that this partnership was rooted in shared values, stating, “This is more about core values to me than anything else.”
Despite making it about values, the partnership bodes well for the UFC when it comes to money, as the deal is said to be “well into the nine figures,” according to a CNBC source who added that the deal is also the largest in the history of mixed martial arts promotion.