Budweiser Partnering With ‘Power Slap’ Contest

Budweiser announced that it would be partnering with the new sport of power slapping, where two athletes slap each other in the face. The deal with the Power Slap league could provide Budweiser access to a new market or could result in another promotional backfire like with transgender activist Dylan Mulvaney.

Bud Light announced the deal with the league run by UFC’s Dana White. Its parent company and Anheuser-Busch inked a fresh marketing deal with White earlier this year. All told, the beer giant expects to spend $100 million on its new effort.

The Ultimate Fighting Championship and Anheuser-Busch announced the deal in October. Bud Light became the mixed martial arts league’s exclusive beer sponsor.

In announcing the sponsorship, white said that he made the decision in part out of patriotism.

The announcement to work with Power Slap also came as Bud Light sales continued to struggle after the April announcement of the Mulvaney partnership.

Despite the agreement, it is not clear how much the agreement with the popular sports headed by White will assist Bud Light during its current troubles.

The deal with the transgender influencer cost the brand its status as the number one-sold beer in the country, which it lost to Modelo Especial.

The brand, as well as other Anheuser-Busch products, faced significantly lower sales during the spring and summer. However, the consumer backlash has not let up. The company announced that its overall beverage sales are down almost 14% in volume in quarter three of 2023.

The reduction in sales and sharp reaction on social media led to a number of Anheuser-Busch marketing executives leaving the company, including in a more recent wave in November.

Following the end of the brief marketing partnership with Mulvaney, Anheuser-Busch faced a counter-boycott from LGBT groups, who felt that the company was disrespecting the activist. Some bars announced that they were dropping Anheuser-Busch products.

Anheuser-Busch’s stock struggled in the aftermath of the consumer boycott, only recovering in part later this year.