Marc RaimondiESPN Staff Writer Oct 24, 2023, 2:16pm ET1 minute read
The UFC has signed a new partnership with Anheuser-Busch that will once again make Bud Light the promotion’s official beer, officials told ESPN on Tuesday. Sources told ESPN that it was the largest sponsorship deal in UFC history. Terms were not disclosed.
The multi-year deal, which begins January 1, 2024, follows the UFC’s merger with WWE under parent company Endeavor to form the new publicly traded company TKO last month. UFC and Anheuser-Busch were partners for many years until the UFC signed a contract with Modelo in 2017.
“Anheuser-Busch and Bud Light were the original beer sponsors of the UFC more than fifteen years ago,” UFC CEO Dana White said in a statement. “I am proud to announce that we are back in business together. There are many reasons why I chose Anheuser-Busch and Bud Light, primarily because I feel like we are very aligned when it comes to our core values and what they mean.” The This is what the UFC brand stands for. I look forward to all the incredible things we will do in the years to come.”
Bud Light will have “prominent branding” in the Octagon, including on Dana White’s Contender Series. There will also be integration across broadcast and social media.