The marquee mixed martial arts (MMA) competition, the Ultimate Fighting Championship (UFC) has announced a multi-year partnership with the leading American alcoholic brand, Anheuser-Busch.
Through this multi-year deal, Bud Light, a leading beer brand from Anheuser-Busch has been named the official beer partner of the MMA competition.
.@UFC and Anheuser-Busch (@AnheuserBusch) announce multiyear partnership.
— UFC News (@UFCNews) October 24, 2023
More information on the new partnership ➡️: https://t.co/UskNcHo80d
As per the pact, the brand will have a wide range of integration, which also includes in-arena promotions and the original content will also be distributed with the help of the competition’s digital and social channels. The branding of the beer company will also be placed inside the Octagon at every UFC Fight Night.
Dana White, Chief Executive Officer, UFC, said, “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. 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.”
Brendan Whitworth, CEO, Anheuser-Busch, said, “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. 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.”
Marcel Marcondes, Global Chief Marketing Officer, AB InBev, commented, “As leaders of our category, we are focused on new opportunities to connect with consumers in new occasions. 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.”
Anheuser-Bush, a prominent US brewer, introduced the eagerly awaited Bud Light in 1982. As a result, it rose to prominence as one of the top beer brands both domestically and internationally, ranking third in terms of global brand value. In February 2017, Bud Light made an enormous impact when it was introduced in the UK. Due to its humorous nature, lower ABV, and reduced calorie content, it was the ideal beer to introduce to the UK market to infuse vitality and excitement into the beer category.