Bud Light is set to return as the official beer of the UFC in the U.S. next year as the brand tries to recover from a conservative backlash to a promotion with a transgender influencer.
Under a new multiyear marketing deal between the promoter of mixed martial arts fights and Bud Light maker Anheuser-Busch, the brewer will become the UFC’s “Official Beer Partner” in the U.S. starting Jan. 1, the two companies announced.
Outside the U.S., AB InBev, the parent of Anheuser-Busch, will be UFC’s official global partner.
Financial details of the deal were not disclosed — but, citing a person familiar with the matter, Bloomberg reported that the global agreement marks the UFC’s largest sponsorship ever, surpassing a $175 million fight-kit deal signed with Crypto.com back in 2021.
This isn’t the first time the UFC and the beer brand have paired up. Anheuser-Busch and Bud Light were UFC’s original beer sponsors more than 15 years ago, UFC CEO Dana White said in a Tuesday statement — adding that he feels UFC, Anheuser-Busch and Bud Light “are very aligned when it comes to our core values.”
Apple hiking fees for streaming plans
Apple Inc. is raising the prices for its AppleTV+ streaming and Arcade gaming plans as well as its bundled Apple One service that includes streaming, music and other subscriptions.
Arcade will now cost $6.99, up from $4.99. AppleTV+ is now $9.99, up from $6.99. Apple News+ will be $12.99, up from $9.99 and Apple One will increase to $19.95 from $16.95 per month for the individual plan and to $25.95 from $22.95 for the family plan. Apple One includes subscriptions for Apple Music, TV, Arcade and 200 gigabytes of iCloud storage.
Apple said the price increases will affect the U.S. and “select international markets.”