In a significant move in the world of mixed martial arts and the beer industry, Bud Light, an Anheuser-Busch brand, was announced as the official beer of the Ultimate Fighting Championship (UFC).
This announcement has the ability to reshape the way we view sponsorships in combat sports.
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Scheduled to come into force on January 1, 2024, the agreement between Bud Light and UFC has everything it needs to become a landmark. The beer will not only be an item in booths and commercials, but will have a dominant presence at major UFC events.
Fights, weigh-ins and other key moments of UFC events will now have the Bud Light brand as one of the main highlights.
But sponsorship goes beyond live events. The Bud Light logo will also be visible on a wide range of digital content, from webcasts to promotions and advertising campaigns on digital platforms.
This means UFC fans will see a lot more of Bud Light on their news feeds, TV screens and even their mobile apps.
(Image: disclosure)
While specific financial details of the deal have not been officially released, there are rumors in the industry that this sponsorship could be the biggest the UFC has ever signed.
To give you an idea, Bloomberg suggests that the agreement could surpass even the previous US$175 million contract signed by the UFC in 2021. This data, in itself, demonstrates the magnitude and importance of this agreement for both parties.
A significant reunion
For those who follow the UFC's sponsorship history, this news may bring a feeling of déjà vu. Bud Light and UFC are no strangers to each other. They were previously in a sponsorship deal that came to an end in 2017.
The resumption of this partnership has a special flavor, as it marks the reunion of two giants in their respective fields.
Dana White, the CEO of the UFC, did not hide his excitement about this meeting. He emphasized how the brands share similar values and how this collaboration has the potential to be mutually beneficial.
This new agreement also marks the transition of the UFC's official beer from Modelo, a popular Mexican beer, to Bud Light. This is not just a logo change, but it is also a testament to the rapid changes in the beer market.
In recent months, Bud Light has faced fierce competition from other brands, such as Modelo itself, Coors Light and Miller Lite, which have gained popularity among consumers. Precisely for this reason, this partnership with the UFC is seen as a strategic step to reverse this trend.
