Bud Light has signed a new partnership with the UFC, making it the official beer of the promotion once again, according to sources. The multiyear contract, which begins on January 1, 2024, is the biggest sponsorship deal in UFC history, although the terms were not disclosed. The deal comes after the UFC merged with WWE under parent company Endeavor to form the new publicly traded company TKO last month

Bud Light was the UFC's original beer sponsor more than fifteen years ago, and the partnership ended in 2017 when the UFC signed with Modelo. UFC CEO Dana White said in a statement that he is proud to announce that they are back in business together, and he chose to go with Anheuser-Busch and Bud Light because he feels they are very aligned when it comes to their core values and what the UFC brand stands for.

As part of the deal, Bud Light will have “prominent branding” in the Octagon, including on Dana White's Contender Series, and there will also be integration across broadcasts and social media. The UFC and Anheuser-Busch have been partners for many years, and the return of Bud Light as the official beer of the promotion is a significant development for both companies.

The return of Bud Light as the official beer of the UFC is a significant development for the promotion, as it is the biggest sponsorship deal in UFC history. The partnership will provide the UFC with a significant source of revenue, and it will also help to increase the visibility of the promotion. The deal is also a significant development for Bud Light, as it will help to increase the visibility of the brand and provide it with a significant platform to reach a wider audience as they try to rebound from their recent controversies.