The Ultimate Fighting Championship (UFC) announced that Bud Light will become its official sponsor as part of a partnership with Anheuser-Busch, despite the beer facing a significant months-long boycott over its decision to promote a transgender influencer.
In April, the company suffered a conservative-led backlash after it produced a Bud Light can with transgender activist and influencer Dylan Mulvaney before it was posted to social media. The company later released a statement saying it did not want to be part of a “discussion that divides people,” while Anheuser-Busch InBev CEO Michel Doukeris later distanced the brand from the Mulvaney controversy and said there was never any partnership.
After the UFC-Bud Light announcement, a number social media users suggested a boycott of both Bud Light and the mixed martial arts promotion. Some took issue with Mr. White’s comment that Bud Light and the UFC “are very aligned when it comes to our core values” and immediately made reference to the transgender controversy that erupted earlier this year.
On a multitude of UFC and Bud Light posts on X, users called for boycotts of both brands.
What Was Said
With the UFC partnership, Bud Light appears to be taking steps to rehabilitate its image with some of its customer base following the Mulvaney fracas. The company has also appeared to increase its visibility at NFL games and has Kansas City Chiefs star Travis Kelce as a pitchman for a number of advertisements.“Anheuser-Busch and Bud Light have always been on the cutting edge of iconic sporting moments that fans remember forever, and reuniting with UFC is a continuation of this industry leading legacy,” Anheuser-Busch CEO Brendan Whitworth said in the press release about the UFC. “As one of the largest and longest standing sport sponsors, we are excited to work with UFC to celebrate our passionate fans while always making a positive impact in communities across America.”
“There are many other things that are important to me other than just the money,” he said. “And the people that were all involved in this negotiation, on every side, absolutely, positively know that my choice was not determined by money.”
Mr. White added that Bud Light was “first beer company that we really did business with,” adding, “They were our first real big sponsor when we were getting started, and now we’re back with them.” Anheuser-Busch, which includes Bud Light, was an official sponsor of the UFC about a decade ago—before the Modelo partnership.
The Epoch Times has contacted Anheuser-Busch for comment.