Nov. 9, 2023 3:04 pm ET
Bud Light’s partnership deal with UFC last month was a rare win for the beer brand this year, an annus horribilis dominated by a damaging consumer boycott over its collaboration with a transgender influencer.
The brewer, which had first sponsored UFC from 2008 until 2017, took back the official U.S. beer rights from Modelo, the same brand that surpassed Bud Light this spring as the top-selling beer in the U.S. Its parent, Anheuser-Busch InBev, was praised by UFC Chief Executive Dana White for having core values in line with the mixed martial arts promoter.
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