UFC inks $100M pact with Bud Light.
OAN’s Abril Elfi
11:11 AM – Wednesday, October 25, 2023
The UFC has struck a groundbreaking deal worth over $100 million with Bud Light, solidifying it as the official beer of the mixed martial arts corporation.
On Tuesday, UFC CEO Dana White made a groundbreaking announcement, revealing the partnership between the UFC and Anheuser-Busch. Industry insiders have confirmed that this is the largest sponsorship deal in the history of the UFC.
“Anheuser-Busch and Bud Light were UFC’s original beer sponsors over fifteen years ago,” White stated. “I am thrilled to announce that we are joining forces once again. There are numerous reasons why I chose to collaborate with Anheuser-Busch and Bud Light, but the most important one is that our core values and the essence of the UFC brand are perfectly aligned. I am excited about the incredible opportunities that lie ahead for us.”
This multi-year agreement, set to commence on January 1st, 2024, follows the recent merger between the UFC and the WWE under parent company Endeavor, resulting in the formation of the new publicly traded entity TKO.
For several years, the UFC and Anheuser-Busch enjoyed a successful partnership until 2017, when the UFC teamed up with Modelo.
White clarified that his decision to collaborate with Anheuser-Busch was not driven by financial considerations alone.
He also addressed the previous controversies surrounding Bud Light and acknowledged that fans may not always agree with every business decision made by the UFC or Anheuser-Busch. However, he emphasized that the decision to partner with Anheuser-Busch was an easy one, driven by shared core values.
Bud Light faced backlash last spring when it collaborated with transgender creator Dylan Mulvaney on an Instagram ad about March Madness, resulting in a decline in sales for several months and losing its position as the top beer, which was then claimed by Modelo.
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How does the partnership with Bud Light align with the UFC’s expansion plans and its goal to access new audiences?
Lhill, causing controversy among some consumers. However, White expressed his belief in the importance of inclusivity and diversity, stating that the partnership with Anheuser-Busch is a reflection of the UFC’s commitment to those values.
The partnership between the UFC and Bud Light will include various sponsorship activations, including branding on the Octagon, in-arena signage, and on-site activations at UFC events. Additionally, Bud Light will have a significant presence across digital platforms, including social media and UFC’s streaming service, UFC Fight Pass.
As part of the agreement, Anheuser-Busch will also collaborate with the UFC on various marketing initiatives, including co-branded content and promotions. This partnership aims to leverage the global reach of both brands and further solidify the UFC as a leading force in the world of mixed martial arts.
Moreover, the partnership with Bud Light aligns with the UFC’s expansion plans. The UFC has been actively entering new markets and growing its fanbase worldwide. The association with a globally recognized brand like Bud Light will help the UFC access new audiences and strengthen its position as a premier combat sports organization.
This announcement comes at a time when the UFC is experiencing significant growth and success. The organization has seen a surge in popularity and viewership, with record-breaking events and a dedicated fan base. The partnership with Anheuser-Busch and Bud Light further cements the UFC’s position as a major player in the sports and entertainment industry.
In conclusion, the groundbreaking deal between the UFC and Bud Light solidifies Bud Light as the official beer partner of the UFC. The partnership not only represents a significant financial gain for the UFC but also reinforces the shared values and commitment to diversity and inclusivity. This collaboration opens up new opportunities for both brands and has the potential to elevate the global reach of the UFC. As the MMA world continues to evolve, this partnership sets the stage for even greater success and growth for the UFC and Bud Light.
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