The UFC has signed a new partnership with Anheuser-Busch, $BUD, that makes Bud Light once again the official beer of the promotion, per ESPN.

The UFC has officially inked a new partnership with Anheuser-Busch, designating Bud Light as the promotion's official beer once again, according to officials who shared the news with ESPN on Tuesday. Sources close to the matter have revealed that this marks the most substantial sponsorship deal in the history of the UFC, although specific terms have not been disclosed.

This multiyear agreement is set to commence on January 1, 2024, closely following the UFC's merger with WWE under the parent company Endeavor, culminating in the establishment of the new publicly traded entity TKO last month. The UFC and Anheuser-Busch were longstanding partners until 2017 when the UFC joined forces with Modelo.

UFC CEO Dana White expressed, "Anheuser-Busch and Bud Light were UFC's original beer sponsors over fifteen years ago. I'm thrilled to announce our renewed collaboration. Our choice to align with Anheuser-Busch and Bud Light was primarily driven by our shared core values and the principles embodied by the UFC brand. I eagerly anticipate the remarkable initiatives we will embark on in the years to come."

Bud Light's brand presence will be notably displayed within the Octagon, extending to Dana White's Contender Series. Integration will also extend across various broadcasts and social media platforms, as per NYP reports.

In a separate development, Bud Light lost its position in the US market in July. Modelo, a Mexican beer, has now achieved the distinction of being the top-selling beer in the US for two consecutive months, with strong performances in May and June.