Bud Light and UFC have resumed their business partnership after signing a new partnership with Anheuser-Busch.
(725) Bud Light JUST Became the Official Beer of UFC (Biggest Deal in History) – YouTube
Anheuser-Busch and the UFC signed a lucrative multi-year agreement on Tuesday, making Bud Light the official beer of the mixed martial arts promotion once more. The two organizations’ prior partnership came to an end in 2019, and Modelo went on to become the UFC’s main beer sponsor for the following four years. However, the promotion has since landed a new contract with Bud Light that is supposedly worth over $100 million.
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UFC Signs New Partnership With Anheuser-Busch: Bud Light Becomes UFC’s Official Beer
Perhaps Bud Light is going through a knockout of its own, but this time it’s intentional.
Anheuser-Busch announced that it will be the official beer of the UFC mixed martial arts league. This move is part of a larger plan to bring back Bud Light from a sales decline that occurred after the company partnered with a transgender influencer and caused a stir among its core consumer base.
Bud Light will be the UFC’s “official beer partner” for a multiyear period starting on January 1, 2024, with the beverage’s branding having a “highly visible presence” at weigh-ins and fights. The logo for Bud Light will appear in both broadcast and digital media.
The deal’s financial details were kept a secret. According to Bloomberg, it’s the UFC’s “biggest-ever sponsorship,” even topping the 2021 signing of a $175 million kit contract with Crypto.com. A spokesman for A-B and the UFC declined to comment to CNN regarding the agreement’s financial details.
After a previous partnership with the UFC was terminated in 2017, the new deal marks a reunion for Bud Light and the organization.
Modelo, the Mexican lager that has displaced Bud Light as the best-selling beer in America, is replaced by Bud Light as the beverage sponsor of the UFC. In recent months, consumers have switched to other beer tastes, such as Mexican beers and other competitors like Coors Light and Miller Lite.
As part of A-B’s strategy to strengthen the Bud Light brand, it also sponsors the UFC. Recently, the company released new advertisements featuring NFL players, including Travis Kelce. According to NIQ data provided to the Beer Business Daily newsletter, sales of Bud Light are continuously declining, with volumes down 30% year over year for the four weeks ending on October 7.
World Wrestling Entertainment, a long-standing family-run company, recently amalgamated with the UFC.
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