The Ultimate Fighting Championship (UFC) mixed martial arts (MMA) promotion has unveiled a multi-year commercial tie-up with global brewing giant Anheuser-Busch InBev (AB InBev).
The deal is understood to be the most financially lucrative tie-up in UFC's history, worth at least nine figures in total.
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From January 1 next year, AB InBev – in particular its Bud Light beer brand – will become the exclusive beer partner of UFC, returning to that position after six years away. This followed a nine-year stretch between 2008-2017 when Bud Light was UFC’s original beer partner.
UFC has said that Bud Light will “receive a deep level of integration into key UFC assets,” including broadcast features and in-arena promotion at live events, to content distributed through the range of UFC digital and social media channels.
Bud Light, specifically, will receive branding inside the Octagon at every UFC event including all pay-per-view (PPV) events and Fight Nights, as well as at other series including The Ultimate Fighter and Road to UFC.
That particular brand will also have its marketing campaigns integrated into custom broadcast features during all US PPV events, while in addition it will collaborate with UFC on original content and have a presence at UFC fight week activities such as press conferences and weigh-ins.
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By GlobalDataThe partnership will be global in nature, with Budweiser and other AB InBev brands set to activate the partnership across marketing and events in international markets.
Dana White, chief executive at UFC, said: “Anheuser-Busch and Bud Light were UFC’s original beer sponsors more than 15 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.”
AB InBev was replaced as a UFC partner in October 2017, after its original deal, by Mexican brand Modelo.
Brendan Whitworth, White's counterpart at AB InBev, added: “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 sports sponsors, we are excited to work with UFC to celebrate our passionate fans while always making a positive impact in communities across America.”
UFC, late last week, announced the extension of its existing partnership with Abu Dhabi’s tourism board.
The renewal will see UFC continue to bring one “numbered event featuring a championship bout to the Emirate every year,” with the deal struck through the Abu Dhabi Department of Culture and Tourism.
The promotion also recently announced a partnership with US clothing company Origin provides the Maine-based company with exposure across various UFC platforms, including live events.
AB InBev counts soccer’s global governing body FIFA, and the FIFA World Cup, amongst the sports properties it sponsors, and in June extended its tie-up covering that event until after the 2026 men’s World Cup.
The renewal continues a relationship between FIFA and AB InBev that has lasted nearly 40 years.
Despite that lengthy association, the relationship between the two parties was tested during the last men’s World Cup, in Qatar last year, due to a last-minute decision by the governing body to ban alcohol (largely Budweiser) in stadia during that event.
As a result of that, AB InBev reportedly sought a $47.4-million reduction in its tie-up for this year’s Women's World Cup and for the 2026 men’s event.
