The Sports Business Journal report that Bud Light has signed on with Top Rank boxing to become its official beer. Per SBJ’s Adam Stern, this includes Bud Light branding in key position of the ring, fighter walk-out areas and digital/social integration.
The sponsorship starts this Saturday when Edgar Berlanga fights Alexis Angulo at the Hulu Theatre at Madison Square Garden. In addition to the aforementioned branding opportunities, it will also have “in-venue integrations within highly trafficked touchpoints, social media posts, and much more.”
Payout Perspective:
To be honest, I did not realize that Top Rank did not have an official beer sponsor. With the partnership with ESPN, this partnership is beneficial for both parties. Boxing ratings on ESPN have grown and the influx of competitive events have increased this year. Bud Light returns to a combat sports mat as it was last seen on the mats in the UFC prior to Modelo’s takeover.
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