“I’m proud to announce we are back in business together,” UFC CEO Dana White said. Anheuser-Busch will be replacing Modelo as the UFC’s official beer partner.
The mixed martial arts organization revealed Tuesday it struck a multiyear deal with the beer giant involving the Bud Light brand having a heavy presence in UFC’s content in its broadcasts and online beginning in 2024.
“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,” Anheuser-Busch CEO Brendan Whitworth said in the press release. “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.
Things only got worse for the beer brand when it was subsequently revealed vice president of marketing Alissa Heinerscheid had swiped its core consumers by saying Bud Light’s Beer Business Daily publisher Harry Schuhmacher told Fox News Digital last month that Bud Light’s fallen sales signals “quasi-permanent” damage to the brand and that longtime consumers “are just lost forever.”
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