UFC Partnering with Bud Light as Official Beer Sponsor
Posted on: October 25, 2023, 04:46h.
Last updated on: October 25, 2023, 04:47h.
Bud Light has secured a six-year deal to become the “Official Beer Partner of UFC” starting January 1, 2024. The financial details of the agreement have not been disclosed.
Anheuser-Busch and the UFC, a division of TKO Group Holdings, have announced a sponsorship agreement that has garnered significant attention.
Bud Light is seeking to rejuvenate its brand after facing criticism earlier this year for its partnership with transgender activist Dylan Mulvaney during the March Madness men’s college basketball tournament.
Conservatives led the revolt against Bud Light, resulting in lost sales and market capitalization for Anheuser-Bush InBev, the Belgian-based multinational drink and brewing giant.
Furthermore, Bud Light lost its position as the top-selling beer in the US, with Modelo Especial taking its place.
Bud Light had ended its sponsorship deal with the UFC in 2008, which led to Modelo Especial becoming the Official Beer Partner of the UFC starting in 2017. However, with Modelo’s deal set to expire at the end of 2022, UFC President Dana White decided to renew the partnership with Bud Light, showing loyalty to their initial business relationship.
Impact on Sportsbooks and Fans
The UFC and its marquee events and fights are significant revenue drivers for sportsbooks across the US. The Nevada Gaming Control Board reports that the UFC contributes heavily to the “other” category, alongside boxing, which generated nearly $52.7 million for books in revenue last year.
As the UFC continues to gain popularity, the partnership with Bud Light is expected to have a lasting impact on both organizations.
UFC President Dana White defended the sponsorship decision, emphasizing the alignment of values and the positive impact Bud Light has on American communities with its employment of 65,000 Americans, support for veterans, and substantial investment in US farmers.
Brendan Whitworth, CEO of Anheuser-Busch, echoed White’s sentiments and expressed excitement about working with the UFC to engage passionate fans and make a positive difference in communities across America.
Mixed Reactions from Fans
The announcement of the Bud Light and UFC partnership elicited mixed responses from fans. Some expressed displeasure and canceled their UFC memberships, while others saw the strategic value in the collaboration.
