Bud Light has returned as the UFC’s official beer sponsor for the next six years in a new money-spinning deal worth $100 million.
The Bud Light brand had been long-time sponsors of the UFC in the past, but Modelo stepped in to replace them in 2017. However, Bud Light have now dug deep into their pockets to reignite their former partnership in what the UFC have declared is officially the most lucrative sponsorship deal in the company’s history.
“Anheuser-Busch and Bud Light were UFC’s original beer sponsors more than fifteen years ago,” Dana White said in a statement. “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.”
It’s no secret that Bud Light are in the process of trying to patch up their reputation after a decision to run an ad campaign with a transgender influencer Dylan Mulvaney didn’t go according to plan, resulting in a major backlash among conservatives, who called for a boycott of the brand, while they also then faced heavy criticism in other quarters for not being supportive of Mulvaney afterwards.
The end result was a 15% sales slump that saw them fall behind Modelo as America’s best-selling beer, and led to an announcement back in May that going forward they would be focusing their advertising in the sports and music sectors, and this new deal with the UFC is clearly a big step in that direction.