The Ultimate Fighting Championship (UFC) and Anheuser-Busch InBev NV have entered into a multiyear marketing agreement. The UFC is making Bud Light the official beer of the mixed martial arts promotional organization.

This sponsorship is UFC CEO Dana White & Co’s biggest one yet and is prompting calls to boycott UFC.

Anheuser-Busch wrote in a press release that the new multiyear marketing partnership will begin on Jan. 1. The brewer will become the “Official Beer Partner of UFC,” and Bud Light will be plastered on broadcasts, signage across arenas, fight-week activities, social media channels, weigh-ins, press conferences, et cetera.

The reactions are largely negative and universally negative if you ignore the comments Bud Light employees posted.