In a monumental move last year, Bud Light reclaimed its sport as the official beverage of the UFC.
The UFC inked a groundbreaking deal with Anheuser-Busch in October, marking the most significant sponsorship pact in the promotion’s 30+ year history. The deal boasted a staggering $100 million valuation.
Unsurprisingly, UFC CEO Dana White took center stage for Bud Light’s Super Bowl LVIII ad during the clash between the Kansas City Chiefs and the San Francisco 49ers on February 11.
Anheuser-Busch and Bud Light initially held the title of UFC’s original sponsors over fifteen years ago. In a statement taking about the renewed partnership, Dana White expressed his pride in rekindling the collaboration.
He said: “Anheuser-Busch and Bud Light were UFC’s original sponsors more than fifteen years ago. I’m proud to announce we are back in business together. There are many reasons why I chose to go with Anheuser-Busch and Bud Light, most importantly because I feel we are very aligned when it comes to our core values and what the UFC brand stands for. I’m looking forward to all of the incredible things we will do in the years ahead.”
Bud Light’s return as the UFC’s official beverage signals not only a lucrative deal but a strategic alignment of values.
In the old days, catching the most creative commercials meant watching the game or at the very least, having a VCR and a blank tape ready. But with the internet’s rise, we can now relish these commercials repeatedly, well before the big game kicks off.
This year, Bud Light treated viewers to a one-of-a-kind Super Bowl commercial featuring Dana White alongside numerous stars. This includes Super Bowl champion Peyton Manning and Grammy Award-nominated musician Post Malone.
Super Bowl spots this year commanded an estimated $7 million per 30 seconds, making this minute-long Bud Light ad a $14 million spectacle. The burning question remains: Did they make the most of it?