Dana White says "I'm getting into this point of my life and my career where I want to be with people and sponsors that I'm aligned with, which makes sense in this crazy world that we live in these days," via www.dailymail.co.uk - CC
UFC president Dana White has said that Bud Light is the most patriotic beer in the U.S. White made the comment in an interview with Tucker Carlson as he defended the promotion's partnership with brewer Anheuser-Busch amid a controversy surrounding the Bud Light brand.
"They are way more aligned with you than some of these other beer companies are, that I guarantee you," he said
"Take it from somebody that is in the know, who does business with beer companies. You are way more aligned with Bud Light than you are with any other beer company."
The UFC announced a six-year partnership worth $105 million annually with Anheuser-Busch. The beer company had been facing backlash for being endorsed by trans activist Dylan Mulvaney in April, leading to a decline in popularity and sales.
Trans issues have taken center stage in America's public discourse. With anti-trans sentiment being on the rise, the UFC faces a boycott from fans who oppose the promotion's partnership with the trans-tolerant brand.
Despite the boycott, White reaffirmed his stance to collaborate with sponsors with whom he shares similar values.
"I'm getting into this point of my life and my career where I want to be with people and sponsors that I'm aligned with, which makes sense in this crazy world that we live in these days," said White on the partnership with Bud Light.
“History has shown me that relationships I have had with other beer companies, I who leans more this way, I who considers myself a patriot - I don't go crazy over the whole patriot thing but I consider myself a proud American.”
Multi-front backlash
Bud Light's partnership with Mulvaney drew criticism from both conservative consumers, who quickly initiated a boycott, and liberals, who argued that the company failed to stand in solidarity with Mulvaney.
The boycott also gained traction among conservative celebrities. American musician Kid Rock showcased his disapproval by destroying cases of the beer. However, he has said that he no longer wished to be associated with endorsing the boycott due to its adverse effects on Anheuser-Busch workers. Meanwhile, singer Travis Tritt declared a ban on the brand during his tour.
Anheuser-Busch reported in October that the boycott of one of its brands had affected its revenue. The company recorded a significant double-digit decline in the U.S. last quarter, with a 13.5 percent drop between July and September.
On the other hand, competitors like Yuengling Lager, Coors Light and Miller Lite had double-digit sales increases in the summer month, as reported by beer tracker Bump Williams Consulting.
In August, Modelo Especial officially surpassed Bud Light as the top-selling beer in America, with a 26.7 percent decrease in Bud Light's sales volume.
Following the drop in sales, Anheuser-Busch announced the departure of its head of marketing, Benoit Garbe, in November. He is set to step down at the end of the year to pursue new opportunities, according to the company statement.
Kyle Norrington, the company's U.S. chief commercial officer, will replace Garbe in overseeing the brewery's marketing initiatives.
