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UFC and Modelo Especial announce new partnership deal

The UFC confirmed today a new multi-year marketing agreement with Modelo Especial, an imported brand of Mexican beer which will replace Anheuser-Busch’s Budweiser and Bud Light in 2018 as the company’s official beer and malt beverage.

Terms were not disclosed.

“Modelo is an amazing brand that shares UFC’s unmatched commitment to its fan base,” UFC president Dana White said in a press release. “I love Modelo and we’re already talking about doing a lot of exciting things together.”

“Uniting the passionate fans of UFC with Modelo, a brand that stands for the fighting spirit is an ultimate win for our consumers and our company,” added Ann Legan, vice president of marketing for Casa Modelo with Constellation Brands beer division. “With both UFC and Modelo driving unprecedented growth for our respective industries, this partnership is a game-changer for Modelo and we look forward to creating new experiences for fans.”

Modelo will also be the “presenting sponsor” for UFC pay-per-view events and VIP events in the U.S. In addition, multimedia digital media branding and signage rights online and inside the octagon are included, along with UFC athletes and personalities appearing in Modelo advertising campaigns.


Kenai is a former Postmedia Network online news and sports editor. He is the Editor-in-Chief for MMA Crossfire.

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