UFC Announces $100M Partnership with Bud Light – Immediately Sparks Calls for Boycotts

“When you do sponsorships, you definitely do sponsorships for the money, too. Money is definitely a part of it, but money was not the decision-making [factor],” White told Sean Hannity.

“There’s more to being aligned with a sponsor, a major sponsor like that, for as long as I’m going to be… There are many other things that are important to me other than just the money,” he continued. “And the people that were all involved in this negotiation, on every side, absolutely, positively know that my choice was not determined by money.”

White went on to acknowledge the controversy, but said he ultimately wanted to partner with the brand because it was the UFC’s first beer sponsor.

“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,” he 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.”

White’s explanation notwithstanding, the announcement was almost immediately met with criticism and calls to boycott the UFC.

“Bud Light is paying $100 Million to be the official beer of @UFC and you know what? Lighting that money on fire would have been less embarrassing than what’s about to happen,” commented X user Robby Starbuck.

“Fighters are gonna hate this. Fans will hate it. The customers aren’t coming back @budlight. Period. You made your bed with men who think they’re women, now sleep in it. I get that Dana thinks he has to take the easy money but this damages the UFC brand and puts his fighters in bad spots where they WILL speak out against it. Watch. Embarrassment awaits.”