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US: Anheuser-Busch lines up Ultimate Fighting deal

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Anheuser-Busch has secured a sponsorship deal with the Ultimate Fighting Championship for its Bud Light beer brand in the US.

The brewer confirmed yesterday (28 February) that the three-year deal with Zuffa, the owner of the UFC brand, will see Bud Light become the exclusive beer sponsor of the martial arts contest. Financial details surrounding the tie-up were not disclosed.

"UFC has developed a huge following in recent years and is wildly popular with the 21-34 year old fans we want to reach," said Tony Ponturo, vice president of global media and sports marketing for A-B. "The number of people attending live events, buying the pay-per-views and talking about UFC around the water cooler continues to grow."

Bud Light signage will appear on the centre mat (the Octagon), on its vertical bumpers during each of the UFC's 10 or more annual pay-per-view events, and will be featured during UFC press conferences and weigh-in events. Bud Light will also be the presenting sponsor of two UFC pay-per-view events annually and serve as the official beer sponsor of the four or more UFC Fight Nights.

The tie-up begins with the UFC event at the MGM Grand Garden Arena in May.


Sectors: Beer & cider

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