Professional Fighters League Brews Global Deal With Anheuser-Busch InBev
Tuesday, March 12, 2019 at 08:17AM
NYSportsJournalism.com in Anheuser Busch, MMA, MMA, Pro Fighters League, sports marketing

NYSJ Sports-Entertainment Business News Service

March 11, 2019:
Hot on the heels of signing a multi-year deal with ESPN, the Professional Fighters League has signed a multi-year pact naming Anheuser Busch In-Bev as its exclusive sponsor in the malt beverage category.

Under terms of the alliance, Estrella Jalisco has been designated as PFL’s first “official beer partner.” with category exclusivity across the league and its media partners and global partner territory designation and protection.

Financial terms of the deal were not released.

“Anheuser Busch In-Bev shares in our passion to advance the sport of MMA and deliver fans an unparalleled viewing experience through an innovative sports-season format and breakthrough technology, making this an ideal partnership,” Peter Murray, PFL CEO, said via the organization.

“Together we are committed to activating the Estrella Jalisco brand globally across PFL fan touch points — at venues, on digital and social, at retail and within our live event broadcasts distributed to over 130 countries worldwide, including on ESPN2, ESPN Deportes and ESPN+ in the U.S.”

Last month, PFL signed a two-year deal with ESPN to have its 2019-20 seasons on the network’s platforms. The first event is scheduled for May 9.

The PFL format is based on that of team sports, with a regular season, playoff and championship. This past season, ten champions each received $1 million.

As the official beer of the PFL, Estrella Jalisco has global rights to use PFL logos and “official partner” branding for ads and promotional usage, including pass-through branding rights for promotions with on-premise and retail channel partners.

Anheuser-Busch and the league will also collaborate on exclusive content across digital platforms.
 
Estrella Jalisco logos will be featured in and around the cage and on signage in and around the arenas.

This season, the PFL will be introducing the PFL Cageside Club, a new VIP floor level experience for fans, which will prominently feature the Mexican beer.

According to Nick Kelly, head of sports marketing for Anheuser-Busch InBev, This global partnership with the PFL grants us the opportunity to reach and engage with a dynamic, passionate and massive fan base in a sport that has captured the hearts and minds of beer drinkers around the world.

“The PFL is out to revolutionize MMA, and its new relationship with ESPN affords us with an incredible platform to continue to grow our Estella Jalisco brand. We are thrilled to be a part of the journey and establish another authentic touchpoint with our consumers.”

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