UFC, Anheuser-Busch Ink Multiyear Marketing Deal Putting Bud Light Front And Center

deadline.com:

UFC has struck a multiyear marketing partnership with Anheuser-Busch with the brewer set to become the exclusive Official Beer Partner of the mixed martial arts powerhouse starting in January. “With this sponsorship, in the U.S., Bud Light will bring easy enjoyment to 21+ fans with 360-degree programming, including custom social and digital content, broadcast integration, on-site presence, and more,” said UFC CEO Dana White.

He said the beer giant and Bud Light were UFC’s “original beer sponsors more than fifteen years ago. I’m proud to announce we are back in business together.

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.” The move comes as Bud Light Sales were hit with a boycott last spring by consumers angered by a campaign featuring transgender influencer Dylan Mulvaney.

Sales continued to slump this summer despite a massive marketing campaign over the summer. Brendan Whitworth, CEO, Anheuser-Busch, said it and Bud Light “have always been on the cutting edge of iconic sporting moments that fans remember forever, and reuniting with UFC is a continuation of this industry leading legacy.