Bud out, Modelo in at UFC for 2018
Dana White: “I love Modelo and we’re already talking about doing a lot of exciting things together.”
The Mexican import Modelo Especial will be the official beer and malt beverage of the Ultimate Fighting Championship, with a multi-year deal signed between the companies. Beginning in 2018, Modelo will be replacing Anheuser-Busch Co’s Bud Light, which has held down a spot in the Octagon since 2008.
It is expected that Modelo’s branding will appear in cage, and UFC athletes and personalities will be featured in Modelo’s marketing efforts. The deal only covers UFC events in the USA. Modelo is the #2 import in the USA, behind Corona.
“Modelo is an amazing brand that shares UFC’s unmatched commitment to its fan base,” said UFC President Dana White to Dan Gelston for ABC Sports. “I love Modelo and we’re already talking about doing a lot of exciting things together.”
Modelo’s chief marketing officer Jim Sabia noted the synergy.
“They want to get more into multicultural consumers,” he said. “We all benefit. They’re going to help take our brand into the general market consumer household.”
“That’s what we’re really excited about with Modelo, the way they’re going to activate around our brand. Activation is something that will be different, frankly, more robust than we’ve seen in the past.”
UFC Chief Operating Officer Ike Lawrence Epstein discussed the historical importance of Bud to the UFC.
“When Bud signed on to be our sponsor, it sent a significant message that UFC was a real player in the sports landscape,” he said. “It gave us a tremendous amount of credibility with other sponsors. And not just sponsors. Television networks and venues and, frankly, anybody involved in the business of sports entertainment around the world.”
The deal with Modelo is structured to allow the UFC to create sponsorship relationships with local beer companies in important markets outside the USA.