UFC announced this week that it is partnering with Anheuser-Busch to make controversial beer brand Bud Light the new official beer of the mixed martial arts organization.
The announcement comes after Bud Light has faced months of declining sales following its partnership with controversial transgender influencer Dylan Mulvaney and the company’s subsequent failed attempts to quell the backlash.
“Anheuser-Busch and Bud Light were UFC’s original beer sponsors more than fifteen years ago. I’m proud to announce we are back in business together,” UFC CEO Dana White said in a press release this week. “There 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.”
Bud Light will become the “Official Beer Partner of UFC” when the partnership goes into effect on January 1, 2024, and will bring “fans with 360-degree programming, including custom social and digital content, broadcast integration, on-site presence, and more.”
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“Anheuser-Busch and Bud Light have always been on the cutting edge of iconic sporting moments that fans remember forever, and reuniting with UFC is a continuation of this industry leading legacy,” said Brendan Whitworth, CEO of Anheuser-Busch. “As one of the largest and longest standing sport sponsors, we are excited to work with UFC to celebrate our passionate fans while always making a positive impact in communities across America.”
Bud Light will now replace Modelo as the UFC’s official beer. Modelo took over the top spot as the most sold beer in the U.S. after Bud Light partnered with Mulvaney back in the Spring.
Related: Anheuser-Busch InBev Market Value Plunges Further, Staggering $27 Billion Drop Since Mulvaney Fiasco