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Bud Light inked a multiyear deal with mixed martial arts league UFC to become its official beer in the US, stripping the sponsorship from rival Modelo.<\/p>\n
AB InBev, Bud Light\u2019s parent company, will become the official global beer partner of UFC starting in January. According to AB InBev, the partnership will give it access to the approximately \u201c900 million TV households that receive UFC\u2019s broadcasts.\u201d<\/p>\n
Bud Light has been investing heavily in marketing to try to win back customers. Many conservatives boycotted the brand following its March Madness partnership with trans influencer Dylan Mulvaney, impacting its sales. In July, Mulvaney criticized Bud Light\u2019s response to the backlash, saying Bud Light didn\u2019t reach out to her following the boycott and that she\u2019d faced harassment.<\/p>\n
Since then, Modelo has become the top-selling beer in the US, knocking Bud Light into second place. Modelo had been the UFC\u2019s official beer since 2017, though Bud Light sponsored the league for nearly a decade prior to that.<\/p>\n
According to AB InBev, the company will be integrated into UFC live events and promoted within arenas and on social media. Bud Light\u2019s \u201cEasy to Celebrate\u201d and \u201cEasy to Enjoy\u201d campaigns will also run during the UFC\u2019s US pay-per-view broadcasts.<\/p>\n
AB InBev declined to comment on Marketing Brew\u2019s request for information on the financial terms of the deal, and the UFC did not respond by publication. However, according to CNBC, the deal is \u201cwell into the nine figures\u201d and the biggest the UFC has ever inked.<\/p>\n
\u201cThere 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,\u201d UFC CEO Dana White said in a statement.<\/p>\n
It remains to be seen if the UFC partnership will help Bud Light win back beer drinkers. This summer, Bud Light rolled out an advertising blitz that marked its largest media spend to date. More recently, it debuted a football season-centric ad called \u201cEasy to Sunday\u201d that the brand said was one of its largest NFL campaigns ever.<\/p>\n
However, according to CNN, Bud Light sales are still plummeting: Its volume fell 30% year over year during the four weeks leading up to October 7, per NIQ data shared with Beer Business Daily.<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Get marketing news you’ll actually want to read Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides. Bud Light inked a multiyear deal with mixed martial arts league UFC to become its official beer in the US, […]<\/p>\n","protected":false},"author":1,"featured_media":18873,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-18872","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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