LAS VEGAS – In an unexpected move, UFC CEO Dana White has announced the renewal of Bud Light as the official beer sponsor of the promotion, dispelling rumors that the decision was solely based on financial considerations.
Effective from January 1, the UFC signed a new six-year deal with Bud Light, estimated to exceed $100 million in value, replacing Modelo as the organization’s official beer sponsor.
The announcement comes six months after Bud Light’s controversial March Madness ad campaign in partnership with transgender social media influencer Dylan Mulvaney, which triggered outrage and boycotts, particularly from conservative and Republican circles. Despite potential backlash, White expressed no worries about the renewed partnership with Bud Light.
During a post-event press conference at the UFC Apex, White emphasized, “If you think I entered into this deal without anticipating potential backlash, you’re mistaken. People have strong opinions about this, similar to the COVID situation. I’ve always believed that someone has to be the first, and we were confident in our ability to handle it correctly. So when it comes to our partnership with Anheuser-Busch and Bud Light, all these accusations of selling out for money are just baseless. I had multiple options in front of me.”
Given the significant decline in sales since the Mulvaney campaign, Bud Light’s new deal is widely seen as an endeavor to rebrand itself with the UFC’s young, male audience.
In response to allegations that he had been provided with a scripted announcement for the Bud Light deal, White vehemently denied it, proclaiming his commitment to authenticity. He praised Anheuser-Busch for its values and vision, explaining why the partnership aligns with his personal beliefs and the values of the UFC.
“As someone who deeply respects and supports the military and law enforcement, Bud Light’s contributions to organizations like Folds of Honor truly resonates with me. Their commitment to fallen first responders, military individuals, and their families through scholarships and financial assistance is commendable. Moreover, Bud Light’s substantial investments in U.S. farmers and their products further resonate with my values,” affirmed White. He further emphasized that Anheuser-Busch employs thousands of veterans and stands as a testament to his alignment with their core values.
Sarah Foster is your guide to the world of Mixed Martial Arts. With a deep understanding of MMA’s intricacies and a passion for the sport, she offers comprehensive coverage of MMA events, fighter profiles, and in-depth analysis of fights. Sarah’s commitment to the octagon ensures that readers stay engaged with the latest developments in the MMA world.
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