Brewer AB InBev has signed a multi-year sponsorship deal with the UFC (Ultimate Fighting Championship), the world's leading MMA fighting league, Bloomberg reported on Wednesday, citing unnamed sources.
The Belgian brewery group is going through difficult times in the United States, having fallen victim to a boycott by conservatives after collaborating with a transgender celebrity for a Bud Light advert. In the second quarter, its sales volumes fell by 14% in the US.
To regain its position, AB InBev has just signed a multi-year contract to become the beer sponsor of the UFC, according to Bloomberg. The value of the deal is not known, but it would be the largest partnership in the history of the league, which until now has been held by a cryptocurrency platform, at $175 million (around €165 million).
The deal will give the Bud Light brand visibility at all UFC events in the US, both on TV and in arenas. The logo will also be featured at press conferences, on tournaments' social networks, at fighter weigh-ins, among others. Other AB InBev international brands may also benefit from advertising.
