In a major sporting sponsorship shake-up, the Ultimate Fighting Championship (UFC) has just unveiled Bud Light as its new “official beer partner.”
This significant development is set to kick off on January 1, marking a major change for the world of combat sports.
Sources with inside knowledge, preferring to remain unnamed, have told Yahoo Sports that this deal is worth over a staggering $100 million.
This enormous sum underscores the UFC’s financial clout on the global stage.
This isn’t the first time the UFC and Anheuser-Busch have teamed up.
They shared a long-lasting partnership that came to a close in 2019, when Modelo stepped in as the official beer partner.
However, this renewed connection between Anheuser-Busch and the UFC carries a deeper layer of meaning.
The brewing giant faced boycotts from conservative and anti-transgender groups due to its sponsorship of Dylan Mulvaney, a transgender woman.
By backing the UFC, Anheuser-Busch might be looking to win back some of its lost audience.
UFC CEO Dana White expressed his excitement about working with Bud Light again.
He stated, “There are many reasons why I chose to go with Anheuser-Busch and Bud Light. Most importantly is because I feel we are very aligned when it comes to our core values and what the UFC brand stands for. I’m looking forward to all of the incredible things we will do in the years ahead.”
Anheuser-Busch expects this partnership to provide “meaningful brand visibility” to a colossal audience of 700 million fans in 170 countries.
Additionally, it will reach a staggering 900 million TV households globally.
That said, the reaction to this move by both Bud Light and UFC has sparked an uproar:
