Bud Light might be experiencing a knockout of its own, but this time it’s on purpose.
The Anheuser-Busch beer is becoming the official sponsor of mixed martial arts league UFC, the two companies announced, as part of a broader effort to revive Bud Light from a sales slump following a partnership with a transgender influencer that sparked a backlash among its core customers. The multiyear sponsorship, which begins on January 1, 2024, makes Bud Light the “official beer partner” of the UFC, with the beer branding having a “highly visible presence” during fights and weigh-ins.
“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,” UFC CEO Dana White said in a release. Bud Light replaces Modelo as UFC’s beer sponsor, the Mexican lager that has dethroned Bud Light from its title of America’s top-selling beer.
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