Anheuser-Busch attempts to fall back into favor with fight fans by using much-maligned Bud Light to promote UFC
Bud Light will become the official beer of UFC amid its partnership with Anheuser-Busch, the promotion announced on Tuesday. This comes after the brand has weathered a storm of backlash and boycotts throughout 2023.
Bud Light saw a sharp decrease in sales along with having a public relations nightmare on their hands after they began a partnership with trans influencer Dylan Mulvaney in April. The Tik-Tok celebrity posted a video to Instagram featuring a specially-designed can that the company had sent Mulvaney. This drew in sports fans – many of whom are fiercely conservative. That led to the American Average Joe switching suds and bashing Bud.
Still, UFC President & CEO Dana White praised the move as a positive one for his fighting league, which celebrated its 30th anniversary this year.
“Anheuser-Busch and Bud Light were UFC’s original beer sponsors more than fifteen years ago. I’m proud to announce we are back in business together,” White said about the agreement.
Anheuser-Busch CEO Brendan Whitworth agreed with White, pointing out also how the two entities are leaders in their industry
“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,” Whitworth said in a press release. “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.”
While many may view this move as hypocritical on the ‘ultra-macho’ UFS’s part? It isn’t. The Ultimate Fighting Championship has counted AB and Bud Light among some of its biggest sponsors over the years. Their business partnership dates back years. Notably, UFC legends Conor McGregor and Ronda Rousey have appeared in TV ads for the Bud Light brand in the past.
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