The UFC has announced it has once again joined forces with Anheuser-Busch in a deal that will see Bud Light become the official beer partner of the MMA leader.
Anheuser-Busch replaces Modelo, having originally been the organisation’s partner more than 15 years ago.
The collaboration between the two firms will see them link on a host of activations and look to provide maximum fan engagement throughout the collaboration.
UFC CEO Dana White commented on the deal: “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.
“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.”
Among the more notable integrations, in the U.S. Bud Light will receive prominent branding inside the Octagon, at every UFC event including all Pay-Per-Views and Fight Nights.
Brendan Whitworth, CEO, Anheuser-Busch, also stated: “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.
“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.”
Marcel Marcondes, Global Chief Marketing Officer, AB InBev, concluded: “As leaders of our category, we are focused on new opportunities to connect with consumers in new occasions. UFC has become an undeniable force in the sports industry, and that’s why we’re so excited to partner with them and continue to amplify this sport around the world. We will be creating new and exciting brand experiences for UFC fans.”