Bud Light has signed a multiyear marketing contract with the Ultimate Fighting Championship (UFC) mixed martial arts organization, Anheuser-Busch and TKO Group Holdings, their parent companies, announced.
The multiyear partnership begins Jan. 1, 2024 and comes on the heels of UFC merging with WWE to form TKO, a newly public traded company, ESPN reports.
The union appears to be part of a broader effort to revive Bud Light following its partnership with a transgender influencer in April, which sparked a boycott by its core customers and dethroned Bud Light as America’s top-selling beer, TheStreet.com reports.
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