UFC is now tapping a new official beer. The organization locked in a partnership with Modelo Especial for a new multi-year marketing partnership that makes Modelo the “Official Beer and Malt Beverage” sponsor of UFC in the United States. The brand replaces Bid Light for the role and will be the presenting sponsor for select UFC Pay-Per-View events and VIP Experiences based in the US, along with signage and branding inside UFC’s Octagon. Modelo will also feature UFC athletes and personalities in advertising.
“Modelo is an amazing brand that shares UFC’s unmatched commitment to its fan base,” UFC President Dana White said. “I love Modelo and we’re already talking about doing a lot of exciting things together.”
“Uniting the passionate fans of UFC with Modelo, a brand that stands for the fighting spirit is an ultimate win for our consumers and our company,” said Ann Legan, Vice President of Marketing for Casa Modelo with Constellation Brands Beer Division. “With both UFC and Modelo driving unprecedented growth for our respective industries, this partnership is a game-changer for Modelo and we look forward to creating new experiences for fans.”