By Ben Glickman

TKO Group Holdings and AB InBev agreed to a multi-year marketing partnership, under which Bud Light would become the official beer partner of UFC.

The companies said that Bud Light, made by AB InBev's Anheuser-Busch, would have prominent branding in the mixed martial arts sporting events broadcasts.

The two will also make original content distributed on UFC's social media.

The maker of Bud Light has faced blowback after doing a promotion with transgender influencer Dylan Mulvaney in April. After the brewer's U.S. sales, profit and market share dropped in the second quarter, the company said it would focus its marketing on areas with wide appeal, such as sports.

Write to Ben Glickman at ben.glickman@wsj.com

(END) Dow Jones Newswires

October 24, 2023 15:46 ET (19:46 GMT)

Copyright (c) 2023 Dow Jones & Company, Inc.
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