Shara Magomedov won in his UFC debut on Oct. 21, 2023.
The Ultimate Fighting Championship has signed a multiyear sponsorship deal with brewing giant Anheuser-Busch InBev NV and its Bud Light brand, which is still rebounding from a boycott-driven sales decline earlier this year.
The multiyear global agreement is set to begin in January and will be the mixed-martial arts promoter’s biggest-ever sponsorship, surpassing its $175 million fight-kit deal with Crypto.com, according to a person familiar with the terms.
As part of the arrangement, Bud Light will be integrated into UFC’s live events in the U.S., including during broadcasts and in arenas, and fight-week activities like press conferences and weigh-ins. There will also be original content posted on digital and social channels.
Anheuser-Busch replaces Modelo, distributed by Constellation Brands Inc. in the U.S., as the UFC’s beer sponsor after a six-year partnership that was focused on the U.S. The move is part of AB InBev’s plans to boost the Bud Light brand domestically, where it has also been trying to reconnect the beer with football and country music since the summer. It may push other beers from its extensive portfolio internationally.
From June: Modelo passes Bud Light as top-selling beer
Bud Light has been facing a drop in sales volumes in the U.S. after a controversy earlier this year. Right-wing conservatives called for a boycott after transgender social media personality Dylan Mulvaney promoted the brand, pushing the company to cut ties with her. That led to backlash from Mulvaney’s supporters as well.
The UFC, now part of the newly formed TKO Group Holdings Inc. after a $21 billion merger with professional wrestling company World Wrestling Entertainment, has been holding more shows abroad in countries including Singapore, Brazil, France, the U.K. and Australia. In March, it will have its first-ever event in Saudi Arabia.
Anheuser-Busch has a long history with the UFC, going back to 2008, when the brewer began sponsoring fights as MMA became more mainstream.
“Anheuser-Busch and Bud Light were UFC’s original beer sponsors more than 15 years ago,” UFC CEO Dana White said in a statement Tuesday. “I’m proud to announce we are back in business together.“
—Bloomberg News
