The news of the deal triggered quick backlash for UFC and reignited boycott calls for the beer brand, which has been plagued by criticism for months.
News that Bud Light was returning as the official beer of the Ultimate Fighting Championship (UFC) ignited an immediate firestorm of criticism on social media, sparking renewed right-wing boycott calls.
On Tuesday, Bud Light’s parent company Anheuser-Busch and UFC, an American mixed-martial arts (MMA) organization that holds more than 40 live events annually around the world, announced a new “multiyear marketing partnership,” according to an online statement shared by the beer maker. Starting January 1, Anheuser-Busch will become the exclusive “Official Beer Partner of UFC,” and as part of the sponsorship, Bud Light will become the official beer in the U.S., according to the statement.
While the terms were not disclosed publicly, ESPN reported that it was the biggest sponsorship deal in UFC history. Critics were especially enraged that the deal means the Bud Light brand, which will replace Modelo as the official beer of UFC, will have a heavy presence in all the MMA organization’s content.
The news of the deal triggered quick backlash for UFC and reignited boycott calls for the brewer, which has been plagued by criticism for months after the beer brand partnered with transgender activist Dylan Mulvaney for a promotion in April.
