The Ultimate Fighting Championship (UFC) and Anheuser-Busch have announced a multiyear partnership. UFC enthusiasts will once again see the Bud Light logo gracing championship events. The agreement was reported by ESPN, the UFC’s broadcast partner, who claimed it’s the biggest sponsorship deal in the history of the UFC. However, specifics on the terms of the deal were not disclosed.
The multiyear agreement is set to begin on January 1st. This collaboration signifies a reunion of the UFC and Anheuser-Busch, partners until 2017 when the UFC switched to Modelo as its official beer. Dana White, CEO of UFC, expressed his pride in the renewed alliance in a recent press release. He highlighted the mutual core values between Anheuser-Busch and the UFC which influenced the decision. He also expressed his excitement for the future collaborations the partnership will bring.
The conveyance of this partnership will see Bud Light integrated into custom broadcast features in all U.S. pay-per-view events organized by UFC. This collaboration will also facilitate content to be distributed through the UFC’s digital and social channels. Moreover, Bud Light’s branding will be visible at Fight Night events, Dana White’s Contender Series, “The Ultimate Fighter” and the Road to the UFC. CEO of Anheuser-Busch, Brendan Whitworth, noted the company has always been part of iconic sporting moments and that the partnership with UFC precedes this industry-leading legacy. He also stated his eagerness to revitalize their passionate fans and contribute positively to communities across America.