Bud Light and the Ultimate Fighting Championship (UFC) have announced a multiyear sponsorship deal starting in January. The agreement aims to revive Bud Light, America’s former top beer brand. The partnership will make Bud Light the official beer of the UFC, with the logo prominently featured during weigh-ins and fights.
Dana White, CEO of the UFC, expressed that the decision to partner with Anheuser-Busch and Bud Light was based on their shared core values and what the UFC brand represents. The exact financial details of the deal have not been disclosed, but reports suggest it could be Anheuser-Busch’s biggest sponsorship deal to date, surpassing their $175 million ad pact with Crypto.com in 2021.
Under this agreement, Bud Light will replace Modelo, the previous top beer sponsor of the UFC. Modelo, a Mexican lager, overtook Bud Light as America’s No. 1 beer brand this year.
This partnership is crucial for Anheuser-Busch as it seeks to regain customers who may have distanced themselves from the brand due to its association with transgender influencer Dylan Mulvaney. The company has taken steps to rebrand Bud Light by collaborating with NFL stars like Travis Kelce and scaling back on pride-related branding.
However, Bud Light’s sales continue to decline as more consumers shift to Miller and Modelo products. According to NielsenIQ data, year-over-year sales for Bud Light fell by 30% in the four weeks leading up to October 7.
