UFC inks multi-year sponsorship deal with Anheuser-Busch worth over $100M

A UFC logo stands outside the arena, April 24, 2021, in Jacksonville, Fla. Shares of TKO Group, the new company that houses WWE and UFC, opened at $102 per share in their first day of trading on the New York Stock Exchange on Tuesday, Sept. 12, 2023. Endeavor Group Holdings Inc. has closed its previously announced deal with World Wrestling Entertainment Inc. The pairing of WWE with the company that runs Ultimate Fighting Championship creates a $21.4 billion sports entertainment company. (AP Photo/Gary McCullough, file)
The UFC announced a new sponsorship deal with Anheuser-Busch on Tuesday, reportedly valued in excess of $100 million. (The Associated Press)

The UFC announced Tuesday a new sponsorship deal with Anheuser-Busch that makes Bud Light the "official beer partner of the UFC," replacing Modelo. A source familiar with the terms not authorized to speak publicly told Yahoo Sports that the deal, which takes effect on Jan. 1, is worth in excess of $100 million.

The UFC had a previous sponsorship deal with Anheuser-Busch that expired in 2019. It was replaced by Modelo.

Anheuser-Busch has faced a boycott from conservatives and anti-trans groups because of its sponsorship of a transgender woman, Dylan Mulvaney. The move to sponsor UFC could be an effort to win back some of that audience.

According to Anheuser-Busch, the deal will give what it calls "meaningful brand visibility" to more than 700 million fans in 170 countries, as well as a worldwide television reach of 900 million TV households.

UFC CEO Dana White said in a statement released by the UFC he's pleased to partner with Bud Light again.

"Anheuser-Busch and Bud Light were UFC's original beer sponsors more than 15 years ago," White said. "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 is 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."