Bud Light returns to the center of the Octagon in 2024 as the two announced a 6-year partnership that is estimated at $100 million. The deal means that it is ending its relationship with Modelo (the brand anyway as the two companies are owned by the same parent) which began in 2017.
Anheuser-Busch and Bud Light were the original UFC sponsors for the UFC but Modelo shook up the industry with the UFC making it its beer sponsor in 2017.
Bud Light has come under controversy with conservatives as it announced a sponsorship with trans influencer Dylan Mulvaney. It now returns to maybe reclaim its market space with the right-leaning UFC organization.
Dana White provided a statement which was included in an ESPN article. It reads, “[T]here 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.”
While it was not announced, chances are that Bud Light will be in the center of the Octagon to replace Modelo.
The move Bud Light is the reclamation project for the brand after its PR hit that supported Mulvaney and its silence after the influencer was attacked online. It then went the “stick to sports (and entertainment)” route. The quote by Dana White especially the part about “aligned” “core values” should help Bud Light as its gets back its image.
For the outgoing Modelo, the sponsorship with the UFC helped it gain inroads in the US market at a time when it was trying to differentiate its beer from other Mexican beers such as Corona or Pacifico. It capitalized on a “Fighting Spirit” campaign which featured the likes of Amanda Nunes, Brian Ortega and Stipe Miocic.
Bud Light will be a primary sponsor for UFC events and Dana White Contender Series.
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