International brewing giant Anheuser-Busch has expanded the sponsorship deal through its Bud Light lager brand of US boxing promoter Top Rank.
The new deal, announced yesterday (December 6), sees Bud Light add the designation of exclusive hard seltzer of Top Rank to the official beer of the promoter.
In addition, Bud Light will put its name to a new ringside hospitality area “for distinguished guests,” run brand integrations during ESPN broadcasts of Top Rank events and work with the promoter on new social media content opportunities, among other things.
This expanded tie-up follows an initial multi-show partnership agreed in June, which afforded Bud Light in-venue and ring branding, various social media activations, and “fighter-focused initiatives.”
It debuts with Saturday’s (December 10) event headlined by Teofimo Lopez vs. Sandor Martin at Madison Square Garden in New York City. Also on the bill are Jared Anderson vs. Jerry Forrest, Xander Zayas vs. Alexis Salazar, and Keyshawn Davis vs. Juan Carlos Burgos.
The action is being broadcast in the US by prominent sports broadcaster ESPN, which has a deal with Top Rank through to 2025, on its main ESPN and ESPN Deportes Spanish-language channels, as well as its ESPN+ streaming platform.
Earlier this year, Anheuser-Busch struck a multi-year renewal with Madison Square Garden Sports and the wider MSG Entertainment Corp to continue providing them with “exclusive, premier experiences and activations.”
Brian Kelly, chief revenue officer at Top Rank, said: “Top Rank and Bud Light are dynamic, fan-centric brands and we’re excited to bolster our relationship heading into 2023.
"From activating around boxing’s preeminent events to creating bespoke content and unique experiences people want to be at, this collaboration will continue to elevate the sport to the center of entertainment and culture.”
Daniel Blake, group vice president of mainstream brands at Anheuser-Busch, added: “Bud Light has become the beer and seltzer choice for 21+ sports fans and we’re extremely excited to continue our partnership with Top Rank.
"Boxing continues to have one of the most engaged fanbases in the world and we look forward to continuing to bring fans closer to the sport they love as Bud Light deepens its commitment to the sport in 2023.”