Bud Light is back in the Octagon.
UFC, the world’s premier mixed martial arts organization, and Anheuser-Busch have 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 connect with UFC fans with 360-degree programming, including custom social and digital content, broadcast integration, onsite presence and more.
“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,” says UFC CEO Dana White. “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.”
Through UFC’s global footprint, AB InBev will have brand visibility before more than 700 million fans in 170 countries, as well as an estimated 900 million TV households that receive UFC’s broadcasts.
Among the more notable integrations, in the U.S. Bud Light will receive branding inside the 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.
“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,” says Brendan Whitworth, CEO, Anheuser-Busch. “As one of the largest and longest standing sport sponsors, we are excited to work with UFC to celebrate our passionate fans while always making a positive impact in communities across America.”
Bud Light will also be integrated into custom broadcast features in all U.S. UFC Pay-Per-Views, with their “Easy to Enjoy” and “Easy to Celebrate” fan campaigns highlighted in the segments.
“As leaders of our category, we are focused on new opportunities to connect with consumers in new occasions,” says Marcel Marcondes, Global Chief Marketing Officer, AB InBev. “UFC has become an undeniable force in the sports industry, and that’s why we’re so excited to partner with them and continue to amplify this sport around the world. We will be creating new and exciting brand experiences for UFC fans.”
In addition, UFC and Bud Light will collaborate on original content that will distribute through UFC’s digital and social channels, reaching an estimated 243 million-plus users worldwide. Bud Light will also have a presence at UFC fight week activities, including press conferences and weigh-ins.
This follows the release of the Bud Light Seltzer Sangria Splash Variety Pack.
