Bud Light becomes UFC official beer in Anheuser-Busch mega deal

New York
CNN
 — 

Bud Light is entering the MMA ring with a strategic sponsorship deal.

Anheuser-Busch’s iconic beer will become the official sponsor of the UFC in an effort to revitalize its brand following a controversial partnership, which led to criticism from its loyal customers.

Starting on January 1, 2024, Bud Light will be the “official beer partner” of the UFC, with its branding prominently displayed during fights and weigh-ins. The beer’s logo will also be featured in digital content and on air.

The financial details of the agreement were not disclosed. However, according to Bloomberg, this is the UFC’s largest sponsorship deal to date, surpassing its $175 million kit deal with Crypto.com. Representatives from A-B and the UFC declined to comment on the financial terms of the partnership.

This collaboration marks a reunion between Bud Light and the UFC after their previous sponsorship ended in 2017.

UFC CEO Dana White expressed his satisfaction with the partnership, stating, “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.”

Bud Light replaces Modelo as the UFC’s beer sponsor, as the Mexican lager has surpassed Bud Light as America’s top-selling beer. Recent trends have seen consumers gravitate towards Mexican beers and other rivals such as Coors Light and Miller Lite.

This sponsorship deal is part of A-B’s efforts to elevate the Bud Light brand. The company has recently launched new advertisements featuring NFL stars, including Travis Kelce. However, Bud Light’s sales continue to decline, with volumes down 30% year-over-year for the four weeks ending on October 7, according to data from NIQ shared with the Beer Business Daily newsletter.

The UFC recently merged with World Wrestling Entertainment, a family-owned business that had been operating for several decades.