Bud Light, made by Anheuser-Busch, rests on a shop rack in Miami on July 27, 2023.
Joe Raedle|Getty Images
Anheuser-Busch In Bev’s Bud Light will once again end up being the main beer sponsor for the Ultimate Fighting Championship with a six-year marketing collaboration, the business revealed Tuesday.
The sponsorship offer is “well into the nine figures,” and the biggest in the blended martial arts promo’s history, a source knowledgeable about the offer informed CNBC on Tuesday.
As part of the arrangement, Bud Light will get unique and popular branding at UFC battles and occasions, in addition to in-arena promo. In addition, the maker will team up on initial material for UFC’s digital and social channels.
The offer enters into impactJan 1.
The arrangement begins the heels of a conservative boycott versus Anheuser-Busch’s Bud Light that started this spring when the brand name partnered with transgender influencer DylanMulvaney The reaction put a damage in sales for the beer in the weeks that followed. At the height of the reaction, Modelo Especial dismissed Bud Light as the very popular beer in the U.S.
With the offer, Anheuser-Busch restores ties with a company viewed to have a more conservative political bent than numerous other U.S. sports leagues. UFC CEO Dana White contributed a minimum of $1 million to a political action committee that supported Donald Trump’s 2020 governmental project, and the ex-president appeared at a UFC occasion in Las Vegas previously this year.
Anheuser-Busch’s relationship with UFC go back to2008 In 2017, the blended martial arts business handled the fast-growing Modelo as its main beer sponsor.
Bud Light will now change Modelo, which is dispersed by Constellation Brands
“Anheuser-Busch 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,” Anheuser-Busch CEO Brendan Whitworth stated in a declaration.
The UFC, which is owned by the recently formed TKO Group Holdings Inc, reaches an audience of more than 700 million fans, the business stated. The collaboration grants Bud Light presence in an approximated 900 million television families in more than 170 nations.
“Anheuser-Busch 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,” White stated.
“There are numerous reasons that I picked to choose Anheuser-Busch and Bud Light, most notably due to the fact that I feel we are really lined up when it pertains to our core worths and what the UFC brand name represents,” he included.
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