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A-B makes Bud Light official beer of PFL

By Adam Stern

Anheuser-Busch is switching its lead brand for its Professional Fighters League sponsorship, going from the Dominican beer Presidente to Bud Light. A-B first aligned with the PFL in ’19, when it announced a multiyear deal to become the official partner in the malt category that started with Mexican lager Estrella Jalisco as the official beer. More recently, A-B featured Dominican pilsner Presidente as the official beer. This comes after Bud Light told SBJ in December that it was also planning to re-enter boxing in a big way after not advertising in that combat sport for years.

PFL CEO Peter Murray said the deal with A-B is through ’23. Bud Light previously had a deal with UFC. Murray: “Bud Light is a huge stakeholder in major sports and for it to be stepping back into MMA is a big deal. The brand has a major consumer base who expects to see Bud Light with premier properties and PFL is now in the mix, so more to come on how they’ll be activating but we’re really excited about that brand.” Meanwhile, the PFL has renewed deals with BetMGM and Air Force Reserve for this upcoming season, while adding a new one with supplement brand Redcon1.

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