According to reports, the Ultimate Fighting Championship (UFC) and Anheuser-Busch have established a partnership, with Bud Light becoming the organization’s official beer.
The statement comes after months of Bud Light’s falling sales due to the company’s association with “transgender” male-to-female social media personality Dylan Mulvaney, along with the company’s subsequent unsuccessful efforts to soothe the outrage.
Bud Light and Anheuser-Busch were the first beer companies to sponsor the Ultimate Fighting Championship more than fifteen years ago. Last Thursday, Dana White, CEO of the UFC, issued a press statement in which he declared he was proud to announce that they are going back to business together. White explained that a number of factors could explain his decision to partner with Anheuser-Busch /Bud Light, but the most significant one is that he believes their fundamental principles and those of the UFC brand are very congruent with one another. He said he couldn’t wait for all of the fantastic things that they are going to do together in the years to come.
When the deal takes effect on January 1, 2024, Bud Light will officially be the Official Beer Partner of the Ultimate Fighting Championship. The collaboration will provide fans with 360-degree programming, which will include individualized social and digital content, integration into broadcasts, on-site presence, and other elements.
After Bud Light formed a partnership with the male-to-female “transgender” activist Mulvaney in spring, Modelo overtook Bud Light to become the most popular beer in the United States.
Reports show that since the relationship with Mulvaney was made public for the first time in April, sales for Anheuser-Busch InBev have significantly decreased. Shortly after the Mulvaney alliance was announced, marketing executives for the firm were put on leave, and AB InBev sacked 380 people when Bud Light’s sales in the United States dropped by 26.5% in July.
Dylan Mulvaney, who is male but presents himself as a woman, was given the title of “Woman of the Year” at the annual awards event for a publication in Europe and the United Kingdom that honors LGBTQ concerns.