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Bud Light, Monster Energy prep for national promo linked to UFC 200

Not long after setting the date and locale for UFC 200, the UFC went to work nailing down two national retail promotions — the first of their kind with a major brand since Anheuser-Busch sent more than 2,000 winners to a fight in New Orleans four years ago, generously priming them with 48 hours of free beer.

Kicking off in January, Monster Energy will run a “Win a trip to UFC 200” in about 45,000 retail outlets, supported by digital and social campaigns and pay-per-view broadcast assets. In February, Bud Light launches its “Road to UFC 200 Sweepstakes” in about 5,400 Circle K stores, with point-of-sale including display toppers, counter cards and static window clings.

Both promotions are scheduled to run for three months and feature Ronda Rousey in materials. The Bud Light promo features Rousey and Conor McGregor.

While it won’t be a surprise if either or even both of those fighters appear on the UFC 200 card, the campaign promises neither, instead focusing on the historic nature of UFC 200 and the road leading to it. The event, scheduled for July 9 at the new Las Vegas Arena, also will coincide with the annual International Fight Week that draws appearances by many of the sport’s stars.

Sponsors that use sports properties in national retail promotions typically like long lead times and recognizable athletes around which to build their creative materials, two things that combat sports have difficulty providing.
Event dates rarely are set more than a few months in advance, and even then matchups too often fall from cards when fighters are injured.

“With UFC 200, we lock in the date and we know it’s going to be a good card,” said Brette Sadler, vice president of partnership activation at the UFC. “That allows these sponsors to work at their timeline, which when you’re talking about retail could be six to eight months out. So having 200 and International Fight Week and being able to plan around that is really going to be to our benefit.”

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