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Anheuser-Busch InBev NV and Ultimate Fighting Championship (UFC) announced they have signed a partnership deal that will officially begin in January 2024. The contract is said to be the biggest sponsorship the Las Vegas-based mixed martial arts (MMA) promotion company has ever received.
Anheuser-Busch and UFC agreed to a multi-year contract that is hoped to help turn around sales of the Bud Light beer, which has experienced a massive sales decline following the controversies involving the transgender woman Dylan Mulvaney. It is now working on its recovery to bring the brand back on track.
Efforts to Get Back on Its Feet and Revive Health Sales
As per Bloomberg, this is the largest sponsorship of UFC that surpassed its $175 million deal with Crypto.com for fight-kit. The contract is effective for six years, making Bud Light the official beer of the MMA, replacing its rival, Modelo beer, which Constellation Brands Inc. is distributing in the U.S.
Bud Light's sales slowed as the demand dropped after the controversies earlier this year, followed by boycott calls. Now, Anheuser-Busch is looking to boost sales of its Bud Light once again through the promotions it will get from the partnership.
Bud Light will be fused into live events of UFC in the U.S., which means the brand will be shown in broadcasts, in arenas, and other fight activities such as press conferences and weigh-ins.
Bud Light Makes Its Comeback as the Official Beer of UFC
"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," Anheuser-Busch's chief executive officer, Brendan Whitworth, said in a press release. "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."
UFC's CEO Dana White also said, "Anheuser-Busch and Bud Light were UFC's original beer sponsors more than fifteen years ago. "I am proud to announce we are back in business together."
She further explained that there are a lot of reasons why she chose to team up with Anheuser-Busch and its Bud Light beer brand, but the most important one is "because I feel we are very aligned when it comes to our core values and what the UFC brand stands for. I am looking forward to all of the incredible things we will do in the years ahead."
Photo by: Anheuser Busch Press Release
