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Saturday, March 2, 2024

Bud Light Looks To UFC In Bid To Revive Its Own Fortunes

  • Six-year agreement is described as UFC's largest sponsorship ever
  • MMA promotion returns to brand, now looking to regain market share
Endeavor
Craig Kidwell-USA TODAY Sports

No longer the top-selling beer in the U.S., Anheuser-Busch InBev’s Bud Light is returning to UFC in a record-setting deal for the mixed-martial arts giant.

After losing the top market slot to Modelo earlier this year following a sponsorship with transgender social media influencer Dylan Mulvaney that sparked protests and boycotts, Bud Light has signed a six-year pact with UFC that industry sources and multiple reports described as the largest sponsorship agreement in the promotion’s history.

That status elevates the new deal beyond a 10-year, $175 million agreement UFC signed with Crypto.com in 2021. 

Bud Light replaces Modelo, owned in the U.S. by Constellation Brands, in the category for UFC, a placement it previously held with the property. In recent months, Bud Light has also leaned into its football assets as it looks to boost its brand.

“There are many reasons why I chose to go with Anheuser-Busch and Bud Light, most importantly because I feel we are very aligned when it comes to our core values and what the UFC brand stands for,” said UFC CEO Dana White.

The Bud Light deal is among the first major business deals for UFC following last month’s official formation of parent company TKO Group Holdings. UFC also recently finalized plans to stage its first event in Saudi Arabia.

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