- Dana White doesn’t ‘give a s***’ about criticism of the UFC’s deal with Bud Light
- Critics want the beer to be boycotted after using Dylan Mulvaney in marketing
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Dana White has hit back at critics of UFC’s $105million-a-year sponsorship deal with Bud Light, insisting he doesn’t ‘give a s***’ about the backlash and the beer brand is ‘exactly who I want to be with right now’.
There have been growing calls from UFC supporters to boycott the sport following the announcement of their deal with the brewer, who formerly held the position as the best-selling beer in the US but have since lost that ranking after partnering with trans activist Dylan Mulvaney in April.
Mulvaney shared images of herself with a personalised can celebrating one year since she transitioned as well as posed with cans of the beer in a bathtub.
The brand was accused of meddling in one of the most hot-button culture war issues there is.
The partnership upset conservative drinkers who were quick to boycott the brand but also enraged liberals who said the company failed to respond in solidarity with Mulvaney.
Dana White has hit back at critics of the UFC’s controversial $105m-a-year deal with Bud Light
WARNING – CONTAINS STRONG LANGUAGE
Trans activist Dylan Mulvaney worked with Bud Light in April as part of their March Madness campaign and was gifted a can of the light beer with her face on it which sparked outrage
However, speaking with Theo Von in a video posted to TikTok, White was adamant that Bud Light is the perfect partner for UFC.
He said: ‘It’s like this whole Bud Light deal. People are talking s*** now. “Sell out” and all this s*** they f***ing say. Believe me, I’m the furthest f***ing thing from a sell out.
‘Bud Light is the right move for me. They are exactly who I want to be with right now and we are very aligned as far as core values go.
‘I look deeper than just f***ing “oh you know, they did this can with whoever”. I don’t give a s***. You guys think you’re all looking for an apology, they ain’t going to f***ing apologise to you.
‘They had 2,500 influencers that day and gave everybody their own can.’
Bud Light’s investment will give the company significant presence in the octagon with their branding dominating a large part of the floorspace while also being used on other sponsorship material.
More to follow.