No more Mr. Nice Guy, buddy.Bud Light is taking the gloves off — literally — in its bid to belly up and back into the good books of beer drinkers by inking a six-year sponsorship with UFC.It's the latest move by the brewery to to recover its reputation along with hundreds of millions of dollars in lost sales and billions in market cap over its hook-up with transgender Dylan Mulvaney..At the risk of being called sissies, on Tuesday, America’s preeminent tough-guy-mixed-martial-arts organization announced the agreement to prominently post the disgraced suds brand in its broadcasts and online content starting in 2024.Despite a previous falling out, UFC president Dana White told Fox News he was able to overlook Bud’s prior transgressions due to its commitment to traditional “core values” such as its support for ‘real men’ — disabled US military veterans, first responders and law enforcement officers.."I'm very big into law enforcement and military. And over the last, I don't know how many years, they've spent like $45 million taking care of these servicemen and first responders who have died, taking care of their families, scholarships for their kids and things like that. So I am very aligned with Anheuser-Busch," White told Sean Hannity on Tuesday."They were the first beer company that we really did business with. They were our first real big sponsor when we were getting started and now we're back with them," White said. "I know all the controversy and everything else, but for myself, going into a long-term deal with another sponsor, I want to be with somebody that I'm actually aligned with.".The deal is reported worth USD$100 million and is the largest in UFC’s history.
