UFC Signs Its Biggest-Ever Sponsorship Deal With Anheuser-Busch
- Brewer’s brands replace Modelo as Bud Light seeks comeback
- MMA promoter growing internationally after $21 billion merger
Anheuser-Busch has a long history with the UFC, going back to 2008, when the brewer began sponsoring fights as MMA became more mainstream.
Photographer: Alex FLynn/BloombergThe Ultimate Fighting Championship has signed a multiyear sponsorship deal with brewing giant Anheuser-Busch InBev NV and its Bud Light brand, which is still rebounding from a boycott-driven sales decline earlier this year.
The multiyear global agreement is set to begin in January and will be the mixed-martial arts promoter’s biggest-ever sponsorship, surpassing its $175 million fight-kit deal with Crypto.com, according to a person familiar with the terms.