Get All Access for $5/mo

Bud Light Inks Major Sponsorship Deal in an Attempt to Revive the Brand After Controversial Influencer Fallout Bud Light is set to become the "official beer partner" of the UFC.

By Madeline Garfinkle Edited by Jessica Thomas

Key Takeaways

  • The move is touted as the most substantial sponsorship in UFC history.
  • The UFC sponsorship is one of many recent efforts to rebuild Bud Light's brand after declining sales following a controversial partnership.

Opinions expressed by Entrepreneur contributors are their own.

Anheuser-Busch's Bud Light has announced a multi-year sponsorship for the UFC (Ultimate Fighting Championship). The brand will get prominent visibility during fights, weigh-ins, digital content and broadcasts, Bloomberg reported.

The move comes as part of an extensive effort to rebuild Bud Light's sales following a downturn after a partnership with transgender influencer Dylan Mulvaney. The deal caused a backlash among both its core customer base and the LGBTQ+ community due to Bud Light's perceived lack of solidarity with the influencer following the outcry.

Starting on January 1, 2024, Bud Light will be the "official beer partner" of the UFC. Although numbers remain undisclosed, Bloomberg reported that it is the most substantial sponsorship in the history of the UFC, surpassing the $175 million deal signed with Crypto.com in 2021.

Related: Where Anheuser-Busch Went Wrong and How We Can Do Better

The partnership also marks a reunion of the two institutions, as Bud Light was formerly a brand partner of the UFC from 2008 until 2017. Dana White, the CEO of the UFC, expressed his excitement about the reunion, noting the history the brands have.

"Anheuser-Busch and Bud Light were UFC's original beer sponsors more than 15 years ago," White said in a statement to Bloomberg. "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," White added to CNN.

Sponsoring the UFC is just one of many efforts by Anheuser-Busch to boost the Bud Light brand. Recent initiatives have included advertising campaigns featuring NFL stars, launching its "biggest summer campaign ever" and offering generous rebates over holiday weekends. Still, Bud Light's sales continue to decline, with a 30% drop in volumes year-over-year for the four weeks ending on October 7, according to NIQ data from Beer Business Daily, per CNN.

Related: Modelo Continues to Dominate Bud Light, Hits Another Major Milestone for the First Time Ever

Madeline Garfinkle

News Writer

Madeline Garfinkle is a News Writer at Entrepreneur.com. She is a graduate from Syracuse University, and received an MFA from Columbia University. 

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Business Process

How CEOs Can Take Control of Their Emails and Achieve Inbox Zero

Although there are many methodologies that leaders can use to manage their emails effectively, a consistent and thought-through process is the most effective way to systemize and respond to emails and is a step of stewardship for the effective leader.

Science & Technology

5 Automation Strategies Every Small Business Should Follow

It's time we make IT automation work for us: streamline processes, boost efficiency and drive growth with the right tools and strategy.

Business News

Former Steve Jobs Intern Says This Is How He Would Have Approached AI

The former intern is now the CEO of AI and data company DataStax.

Side Hustle

'Hustling Every Day': These Friends Started a Side Hustle With $2,500 Each — It 'Snowballed' to Over $500,000 and Became a Multimillion-Dollar Brand

Paris Emily Nicholson and Saskia Teje Jenkins had a 2020 brainstorm session that led to a lucrative business.

Marketing

5 Critical Mistakes to Avoid When Giving a Presentation

Are you tired of enduring dull presentations? Over the years, I have compiled a list of common presentation mistakes and how to avoid them. Here are my top five tips.