Bud Light is set to return as the official beer of the UFC in the U.S. next year as the brand tries to recover from a conservative backlash to a promotion with a transgender influencer.
Under a new multiyear marketing deal between the promoter of mixed martial arts fights and Bud Light maker Anheuser-Busch, the brewer will become the UFC's "Official Beer Partner" in the U.S. starting Jan. 1, the two companies announced.
Outside the U.S., AB InBev, the parent of Anheuser-Busch, will be UFC's official global partner.
Financial details of the deal were not disclosed — but, citing a person familiar with the matter, Bloomberg reported that the global agreement marks the UFC's largest sponsorship ever, surpassing a $175 million fight-kit deal signed with Crypto.com back in 2021.
A UFC spokesperson declined to comment on the financial terms of the partnership. Anheuser-Busch did not immediately respond to a request for comment Wednesday.
This isn't the first time the UFC and the beer brand have paired up. Anheuser-Busch and Bud Light were UFC's original beer sponsors more than 15 years ago, UFC CEO Dana White said in a Tuesday statement — adding that he feels UFC, Anheuser-Busch and Bud Light "are very aligned when it comes to our core values."
News of the partnership comes during a rocky year for Anheuser-Busch. The brewer has seen a monthslong sales decline for Bud Light after conservative critics vowed to boycott the brand for sending a commemorative can to transgender influencer Dylan Mulvaney earlier this year. Bud Light has also faced backlash from Mulvaney's supporters and LGBTQ+ rights groups, who say the company didn't do enough to support her.
In June, Bud Light lost its place as America's best-selling beer after more than two decades, slipping into second place behind Mexican lager Modelo Especial. InBev also owns Modelo, but in the U.S. the brand is imported and sold by Constellation Brands.
As Bud Light sales plunged, Anheuser-Busch InBev reported a 10.5% fall in U.S. revenue for this year's second quarter. Meanwhile, overall its revenue rose 7.2%, to $15.1 billion, from the same period a year ago — as global brands such as Stella Artois and Corona made up for the loss in Bud Light sales.
Jean Smart, Ariana Grande, Michael Keaton among hosts for “SNL” season 50
Fresh off her Emmys win, Jean Smart will kick off the landmark 50th season of "Saturday Night Live."
NBC on Thursday announced the lineup of hosts for the season, which premieres Sept. 28. Joining Smart on the first show will be Jelly Roll as the musical act. He was also at the Emmys, singing during the ceremony's in memoriam segment.
It will be Smart's first time hosting "SNL."
Comedian Nate Bargatze will host on Oct. 5, with Coldplay as the musical guest.
Ariana Grande will host Oct. 12, with musical guest Stevie Nicks.
"Beetlejuice" star Michael Keaton will host on Oct. 19, the last show before Halloween, and Billie Eilish will be that night's musical guest.
The host on Nov. 2 will be "SNL" alum John Mulaney, with breakout sensation Chappell Roan as the music guest.
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