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    Bud Light to return as the UFC’s official beer next year as it recovers from a conservative backlash

    By SHOOTUpdated:No Comments3673 Views
    In this Sept. 9, 2017, file photo, ILir Latifi, right, of Sweden, takes down Tyson Pedro, of Australia, during their mixed martial arts bout at UFC 215 in Edmonton, Alberta. Bud Light is set to return as the official beer of UFC in the U.S. next year. Under a new multi-year marketing deal between UFC and Bud Light maker Anheuser-Busch, the brewer will become the mixed martial arts organization's “Official Beer Partner” in the U.S. starting Jan. 1, per a joint announcement on Tuesday, Oct. 24, 2023. (Jason Franson/The Canadian Press via AP, File)
    NEW YORK (AP) --

    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.

     

    Tags:Bud LightDylan MulvaneyUFC



    India’s legendary filmmaker Shyam Benegal dies at age 90

    Tuesday, December 24, 2024
    Indian film directors Shyam Benegal, right, is seen during a discussion on Indian Cinema in Hyderabad, India, Monday, Feb. 18, 2008. (AP Photo/Mahesh Kumar A, File)

    Shyam Benegal, a renowned Indian filmmaker known for pioneering a new wave cinema movement that tackled social issues in the 1970s, has died after suffering from chronic kidney disease. He was 90.

    His contribution to cinema was recognized as a director, editor and screenwriter. He was also credited with a new genre of filmmaking.

    Benegal passed away on Monday at Mumbai's Wockhardt Hospital, and his cremation will take place on Tuesday, the Press Trust of India news agency reported, citing his daughter Piya.

    "Benegal had been suffering from chronic kidney disease for several years but it had gotten very bad. That's the reason for his death," Piya said.

    Many paid tribute to the legendary filmmaker on social media platform X.

    Filmmaker Mahesh Bhatt wrote that Benegal told stories without pretense. "They were raw and real, about the struggles of ordinary people. His films had craft and conviction."

    "Deeply saddened by the passing of Shyam Benegal, whose storytelling had a profound impact on Indian cinema. His works will continue to be admired by people from different walks of life," India's Prime Minister Narendra Modi tweeted.

    He was a mentor to top Indian actors, including Shabana Azmi, Smita Patil, Naseeruddin Shah, and Om Puri who made their mark in Bollywood's popular cinema as well.

    "I have lost my foster father, a man to whom I owe more than I can say," posted Naseeruddin Shah.

    "Shyam Benegal was not just a legend; he was a visionary who redefined storytelling and inspired generations," said actor Manoj Bajpayee.

    Benegal came into the limelight in the 1970s, with a series of films that challenged mainstream Bollywood. His films Ankur (1974), Nishant (1975), Manthan (1976), and Bhumika (1977)... Read More

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