The UFC announced that beer sponsor Bud Light has renewed its sponsorship with the UFC to remain the official beer of the UFC. The multi-year agreement will keep Bud Light in the center of the Octagon at UFC events.
Via UFC press release:
Bud Light’s sponsorship renewal with Zuffa, LLC, owner of the UFC brand, will continue to immerse the beer into all areas of the world’s premier mixed martial arts organization. The sponsorship will increase the number of featured Pay-Per-Views (PPV) Bud Light is a presenting sponsor of from two to four annually, and the brand will remain a featured sponsor of all additional PPV and television broadcasts. Additionally, Bud Light and UFC will work together to present one special promotional event per year, beginning in 2011 with a live event in New Orleans airing on Spike TV Saturday, Sept. 17.
Not only is Bud Light remaining as the official beer, it is extending its partnership with the UFC with brand activation plans beginning with a UFC event in September. Bud Light will utilize an integrated marketing approach in promoting the New Orleans event.
Bud Light is extending the New Orleans event beyond the fight night with the “Battle on the Bayou” national sweepstakes*, a three-day, two-night UFC fan experience in the Big Easy – complete with weigh-ins downtown, an exclusive concert and meet-and-greets with UFC personalities. Beginning May 2, fans 21 and older can enter to a win a trip for two to the “Battle on the Bayou” online at www.Facebook.com/BudLight or through UFC-branded Snap Tags on Bud Light point-of-sale materials.
“Bud Light’s first three years with the UFC have focused largely on growing awareness and viewership of the sport at bars, restaurants and all the other places Bud Light is sold across the country,” said Mark Wright, vice president of media, sports & entertainment marketing, Anheuser-Busch, Inc. “Having brought the UFC to more people, we want to start bringing more people to the UFC by creating exclusive fan experiences only Bud Light and the UFC can deliver. ‘Battle on the Bayou’ is a first and unprecedented step in that direction.”
Payout Perspective:
The Bud Light commitment is a significant step in the right direction for the UFC with its corporate sponsors. Not only does Bud Light renew as the official beer of the UFC, it will commit additional resources in partnering with the UFC to promote a card a year. This commitment to the UFC can only help with other mainstream sponsors in committing more dollars toward sponsorship.
For Bud Light, the additional sponsorship commitment seems to hedge on the possibility of an NFL strike in the fall. Even though it is the official beer of the NFL, it will partner with the UFC to promote a September card in New Orleans.
This is very good for the sport.
Changed the title slightly to accurately reflect that it is a sponsorship deal BL renewed with the UFC.