UFC and Bud Light experience happy returns after return

The Sports Business Journal reports the return of Bud Light to the UFC sponsorship has helped both brands reach out their target demos.

As you recall, Modelo briefly replaced Bud Light as the official beer of the UFC. According to the article, Modelo is the number one “off-premise retail beer” (e.g., grocery, liquor stores) in sales with Bud Light trailing. However, Bud Light rejoined the fold this year in a record, multi-year deal. MMA Junkie had projected the deal being for 6-years and “north of $100 million.”

Notably, Bud Light was going through some public relations issues with conservatives lashing out at the brand for partnering with transgender social media star Dylan Mulvaney. Sales were down 28% “year over year last December” per SBJ.

Bud Light says that it has seen an uptick in certain markets as it has went “back to the playbook” in its marketing campaigns. The UFC has praised the renewed sponsorship. Dustin Poirier has been involved in several advertising campaigns with the brand since its return. The two companies have worked together on comprehensive activations and Bud Light was a big part of the UFC’s Sphere show. It sold its beer at the weigh-ins and had “meet and greats’ with UFC fighters outside the event. The UFC and Bud Light are also partnering on a corporate social responsibility project with Folds of Honor.