Bud Light is returning as the official beer of the Ultimate Fighting Championship.
The news ignited a flood of criticism on social media and has sparked renewed right-wing boycott calls.
On Tuesday, Bud Light’s parent company Anheuser-Busch and UFC announced a new “multiyear marketing partnership.”
Starting January 1, Anheuser-Busch will become the exclusive “Official Beer Partner of UFC,” and as part of the sponsorship, Bud Light will become the official beer in the U.S.
The terms of the deal were not disclosed publicly, but ESPN reported that it was the biggest sponsorship deal in UFC history.
Critics were especially enraged that the deal means the Bud Light brand will replace Modelo as the official beer of UFC.
The news triggered quick backlash for UFC and reignited boycott calls for the brewer, which has been plagued by criticism for months after partnering with transgender activist Dylan Mulvaney for a promotion.