Advertising and Marketing

Fox Draws Beer as UFC Sponsors

Anheuser-Busch, MillerCoors stake out positions within the octagon 1/23/2012 12:01:00 AM Eastern

Fox says it has nearly sold out this month’s UFC broadcast
and has managed to get beer rivals Anheuser-Busch and
MillerCoors to both stake out positions within the octagon.

Anheuser-Busch, a longtime backer of UFC, will be the
presenting sponsor of all four live fight cards on Fox this
year, beginning with the Jan. 28 event. A-B will also present
live fights on FX and Fuel, according to Todd Siegel, executive
VP, Fox Cable Sports Ad Sales.

MIllerCoors will sponsor the Ultimate Fighter reality
series, which will air on FX.

About half of the spots on Fox’s UFC Jan. 28 show were
bought by movie studios and video game makers. The
strong ratings and high composition of young men during
the first Fox UFC broadcast in November helped sell the
upcoming bout, and that night, the main event lasted just
64 seconds, Siegel notes. Ratings numbers exceeded Fox’s
estimates and are expected to be higher this time, resulting
in higher ad prices. “We got good rates the first go-round
and we’re getting good rates the second time around.”

Sources say spots on the broadcast cost about
$150,000.

Deals to get a telecom and an auto company on board
are imminent, according to Siegel. Past UFC events have
been sponsored by Chrysler’s Jeep division. A fast food
sponsor is expected in time for the spring bout on Fox.

March