Bud Light has seen its branding fluctuate over the last year, but it's making a big bet now with one of the top sporting leagues in the world.
Anheuser-Busch (BUDFF) -) has signed a deal with the Ultimate Fighting Championship (UFC) for Bud Light to become the official beer of the mixed martial arts promotion, according to a report by ESPN.
The length of the deal has yet to be revealed, though it is for multiple years beginning on January 1, 2024.
Related: What the Bud Light boycott means for Disney, Target, and Starbucks
Bud Light is taking over the partnership that the UFC had with Modelo since 2017. Modelo had taken over from Bud Light prior to 2017.
"Anheuser-Busch and Bud Light were UFC's original beer sponsors more than fifteen years ago," UFC CEO Dana White said in a statement. "I'm proud to announce we are back in business together."
Bud Light will reportedly have "prominent branding" in the Octagon and will be present on television broadcasts and social media.
Related: Pablo Torre is upending the norms of sports media — and his parents — with his new show
The light beer brand has been under fire from conservatives throughout 2023 after it partnered with transgender TikTok influencer Dylan Mulvaney in April. Modelo took over the mantle as the top-selling beer brand in the country in May in the aftermath of boycotts from conservatives.
For the UFC, the partnership with Bud Light comes just a month after the MMA promotion merged with World Wrestling Entertainment (WWE) to form the publicly traded company Endeavor (EDR) -).
Action Alerts PLUS offers expert portfolio guidance to help you make informed investing decisions. Sign up now.
