The Ultimate Fighting Championship (UFC) has entered into a multiyear partnership with Anheuser-Busch, making Bud Light the “Official Beer Partner of UFC” once again. 

This collaboration is reported to be the most extensive sponsorship deal in the history of the UFC, though specific terms remain undisclosed. The multiyear contract will begin on January 1, 2024.

The announcement follows the recent merger of UFC and WWE under the parent company Endeavor, which gave rise to the publicly traded entity known as TKO (NYSE: TKO).

The reunion between UFC and Anheuser-Busch carries historical significance, their relationship goes back over a decade and a half. 

“Anheuser-Busch and Bud Light were UFC’s original beer sponsors more than fifteen years ago. I’m proud to announce we are back in business together,” said UFC CEO Dana White in a statement. 

“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.”

As part of this partnership, Bud Light will enjoy prominent visibility within the Octagon, extending to Dana White’s Contender Series. The Bud Light branding will also be featured prominently in broadcasts and across social media platforms.

Certain fans and social media commentators meanwhile are taking issue with the deal following negative press Bud Light received earlier this year.

The New York Post meanwhile in a report this morning stated that the UFC is facing calls for a boycott, referencing tweets made on twitter, referencing obscure accounts the statements came from.

“UFC BOYCOTT IS ON,” one user shared to X following the announcement, which will see Bud Light’s logo on fighting rinks and in marketing materials as of January.

“Time to double down on the #BoycottBudLight and now #BoycottUFC,” another posted, while yet another chimed in: “Dumb move.”

“Bud Light [and] Anheuser-Busch are marketing MORONS, to try this,” another furious user posted of the six-year deal. “It’s like picking at a scab, it’s going to leave a scar.”

The New York Post, “UFC faces boycott calls after announcing tie-up with Bud Light reportedly worth $100M“

Information for this story was found via UFC, ESPN, and the sources and companies mentioned. The author has no securities or affiliations related to the organizations discussed. Not a recommendation to buy or sell. Always do additional research and consult a professional before purchasing a security. The author holds no licenses.