The UFC has signed a new partnership with Anheuser-Busch that makes Bud Light once again the official beer of the promotion, officials told ESPN on Tuesday. Sources told ESPN that it’s the biggest sponsorship deal in UFC history. Terms were not disclosed.
The multiyear contract, which begins Jan. 1, 2024, comes on the heels of the UFC merging with WWE under parent company Endeavor to form the new publicly traded company TKO last month. UFC and Anheuser-Busch had been partners for many years until 2017, when the UFC signed with Modelo.
“Anheuser-Busch and Bud Light were UFC’s original beer sponsors more than fifteen years ago,” UFC CEO Dana White said in a statement. “I’m proud to announce we are back in business together. There are many reasons why I chose to go with Anheuser-Busch and Bud Light, most importantly because I feel we are very aligned when it comes to our core values and what the UFC brand stands for. I’m looking forward to all of the incredible things we will do in the years ahead.”
Bud Light will have “prominent branding” in the Octagon, including on Dana White’s Contender Series. There will also be integration across broadcasts and social media.