UFC, Anheuser-Busch announce multiyear partnership

UFC, which is part of TKO Group Holdings (TKO), together with Anheuser-Busch (BUD), announced a new multiyear marketing partnership. Effective January 1, 2024, the brewer will become the exclusive “Official Beer Partner of UFC.” With this sponsorship, in the U.S., Bud Light will bring “easy enjoyment” to 21+ fans with 360-degree programming, including custom social and digital content, broadcast integration, on-site presence, and more. AB InBev will be UFC’s Official Global Beer Partner and will receive a deep level of integration into key UFC assets, ranging from live events, including broadcast features and in-arena promotion, to original content distributed through UFC’s popular digital and social channels. Through UFC’s far-reaching global footprint, AB InBev will have meaningful brand visibility before more than 700 million fans in 170 countries, as well as an estimated 900 million TV households that receive UFC’s broadcasts.