Anheuser-Busch InBevs Bud Light renews ties to Ultimate Fighting

Anheuser-Busch InBev's Bud Light renews ties to Ultimate Fighting

Anheuser-Busch InBev has renewed Bud Light's sponsorship of the Ultimate Fighting Championship in the US.

Bud Light has already sponsored Ultimate Fighting Championship (UFC) for three years. A-B InBev said yesterday (6 April) that it wants to use the new sponsorship deal to launch more interactive events for fans, including meet-and-greets with UFC personalities.

The new deal also increases A-B InBev's advertising slots around televised UFC fights. In additiion, Bud Light and UFC will work together to present one special promotional event per year, beginning in 2011 with a live event in New Orleans on 17 September.

Bud Light is the best-selling beer brand in the US, with around a 19% volume share of the market.