UFC embraces embattled Bud Light beer brand with AB InBev partnership

The UFC and Anheuser-Busch have announced a partnership that will involve significant promotion of the Bud Light beer brand.

"UFC^®, the world’s premier mixed martial arts organization and part of TKO Group Holdings ... together with Anheuser-Busch ... today announced a new multiyear marketing partnership. Effective January 1, 2024, the brewer will become the exclusive 'Official Beer Partner of UFC.' 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," a press release states.

"AB InBev, the world's leading brewer and global parent company of Anheuser-Busch, will be UFC's Official Global Beer Partner and will receive a deep level of integration into key UFC assets, ranging from live events, including broadcast features and in-arena promotion, to original content distributed through UFC's popular digital and social channels," the press release notes.

The embattled Bud Light brand has been the target of significant public backlash since it enlisted transgender influencer Dylan Mulvaney, a man who identifies as a woman, to promote the beverage.

"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. I'm looking forward to all of the incredible things we will do in the years ahead," UFC CEO Dana White said, according to the press release.

The UFC is embracing the tarnished brand, as the partnership will include broad promotion of Bud Light.

"Among the more notable integrations, in the U.S. Bud Light will receive prominent branding inside the most recognizable setting in all of sports, the world-famous Octagon®, at every UFC event including all Pay-Per-Views and Fight Nights, DANA WHITE'S CONTENDER SERIES, THE ULTIMATE FIGHTER reality series, and ROAD TO UFC, a win-and-advance tournament for Asia's top MMA prospects," the press release notes.

"Bud Light will also be integrated into custom broadcast features in all U.S. UFC Pay-Per-Views, with their popular 'Easy to Enjoy' and 'Easy to Celebrate' fan campaigns highlighted in the segments," the press relase states. "In addition, UFC and Bud Light will collaborate on original content that will be distributed through UFC’s popular digital and social channels, which reach more than 243 million users worldwide."

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