UFC Lands Record Sponsorship with Anheuser-Busch

By Patricia Miller


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UFC secures its largest sponsorship deal ever with Anheuser-Busch's Bud Light. The partnership promises mutual growth, impacting investment strategies across sectors.

Major Sponsorship Deal Signals UFC's Global Ambitions

TL;DR - What You Need To Know

The Ultimate Fighting Championship (UFC) inked a landmark sponsorship deal with Anheuser-Busch InBev (NYSE: BUD) and its Bud Light brand, marking its most lucrative partnership yet. This new multiyear global contract kicks off in January and eclipses the previous $175 million agreement with Crypto.com. Bud Light will become a prominent feature in UFC's live events across the United States, making its presence felt in broadcasts, arenas, and even during fight-week activities.

This sponsorship move is strategic for Anheuser-Busch. The company aims to rejuvenate its Bud Light brand, which has suffered from declining sales following a boycott. Bud Light faced public uproar due to a controversial marketing decision involving transgender social media personality Dylan Mulvaney.

The shift in UFC’s beer sponsorship comes after a six-year relationship with Modelo, handled by Constellation Brands, Inc. (NYSE: STZ). It’s worth noting that UFC recently underwent a $21 billion merger, becoming part of TKO Group Holdings Inc. The organization has also expanded its reach globally, with plans to host its first event in Saudi Arabia in March.

Anheuser-Busch's sponsorship isn't new; the brewer was UFC’s original beer sponsor starting in 2008. This latest deal signals a high-stakes reunion for both entities, aiming for mutual growth and wider market capture.

Why This Is Important for Retail Investors

  1. Investment Diversification Opportunity: For retail investors, this new sponsorship deal signals the health and expansion of the UFC and Anheuser-Busch InBev, potentially making both more attractive investment options. Endeavor Group Holdings Inc (NYSE: EDR) spinoff TKO Group Holdings Inc (NYSE: TKO) owns the UFC. Diversification into companies involved in sports sponsorship could add resilience to an investment portfolio.

  2. Market Sentiment Indicator: A lucrative deal like this often bolsters market sentiment around the involved companies. Retail investors could leverage this positive sentiment for timed entries or exits in both UFC owner Endeavor's and Anheuser-Busch's stocks.

  3. Brand Synergy Effects: The partnership aims to revitalize the Bud Light brand, which has been struggling. If successful, this could lead to improved earnings for Anheuser-Busch, impacting its stock favorably. Retail investors tracking consumer goods sectors would do well to monitor these developments.

  4. Global Expansion: UFC's global reach, including new markets like Saudi Arabia, could translate into increased revenue streams. This global expansion could bode well for investors looking for companies with international growth prospects.

  5. Historical Relationship: The renewal of a partnership that began in 2008 offers a proven track record of mutual benefit. Retail investors often seek companies with stable, long-term relationships as they can be less risky and offer more predictable returns.

How Can You Use This Information?

Here are some of the investing ideas that can be explored using this information:

Value Investing

  • Anheuser-Busch InBev, with its long history and established brands, is often considered a value stock. The new sponsorship deal could be a catalyst for turning around the struggling Bud Light brand, potentially increasing the company's intrinsic value. Retail investors might consider this an opportune time to invest, especially if the stock is currently undervalued.

Growth Investing

  • The UFC has shown consistent growth, both in popularity and market reach. Its recent $21 billion merger and global expansion plans signal strong future growth potential. Investors with a focus on growth may consider buying shares in the newly formed TKO Group Holdings Inc.

Momentum Investing

  • If the announcement of the sponsorship deal positively impacts stock prices for either company, momentum investors might jump on board to capitalize on short-term gains. They would aim to ride the wave of positive market sentiment.

Dividend Investing

  • Anheuser-Busch InBev is known for its consistent dividend payouts. If the Bud Light sponsorship boosts sales and, subsequently, company profits, this could secure or even increase dividend payments, making the stock more appealing to income-focused investors.

Sector Rotation

  • Retail investors may look at this deal as a sign to pivot into consumer discretionary or even sports entertainment sectors. These sectors may benefit from increased consumer spending, as economies recover and live events return to full capacity.

Event-Driven Strategy

  • Both companies are likely to see significant media coverage around the UFC events, which could drive short-term stock price movements. Investors could implement an event-driven strategy, timing their investments around these high-visibility events.

Thematic Investing

  • Those who believe in the long-term growth of sports sponsorship and live events as industries could consider a thematic investment approach, selecting a basket of stocks that stand to benefit from trends accelerated by such high-profile sponsorship deals.

By examining the sponsorship deal through these various investment lenses, retail investors can identify multiple strategies to potentially capitalize on the evolving situation.

Read What Others Are Saying

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In this article:

Author: Patricia Miller

This article does not provide any financial advice and is not a recommendation to deal in any securities or product. Investments may fall in value and an investor may lose some or all of their investment. Past performance is not an indicator of future performance.

Patricia Miller does not hold any position in the stock(s) and/or financial instrument(s) mentioned in the above article.

Patricia Miller has not been paid to produce this piece by the company or companies mentioned above.

Digitonic Ltd, the owner of ValueTheMarkets.com, does not hold a position or positions in the stock(s) and/or financial instrument(s) mentioned in the above article.

Digitonic Ltd, the owner of ValueTheMarkets.com, has not been paid for the production of this piece by the company or companies mentioned above.

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