Beginning at the start of the new year, Bud Light will begin a new partnership with one of the biggest combat sport franchises in the world as they look to reverse a downward trajectory spurred by months-long boycotts.
On January 1, 2024, Anheuser-Busch becomes the exclusive “Official Beer Partner of the UFC.”
As part of that new contract, Bud Light is being made the official beer of the UFC in America, replacing Modelo.
The deal’s financial terms have not been made public, but a report by ESPN called it the largest sponsorship deal in the history of the Ultimate Fighting Championship
The announcement, perhaps predictably, drew right-wing criticism and renewed calls for boycotting of the product that, until this past spring, had been the best-selling beer in America for decades.
Conservative commentators initially launched their campaign of negativity against Bud Light after transgender activist Dylan Mulvaney was included among a group of social media influencers in a promotion that involved personalized Bud Light beer cans.
The result has proved devastating and lasting with over six months of lagging sales.