The beer brand Bud Light is attempting to regain its fallen market share with a scholarship program intended to aid the families of first responders and veterans. The beer brand has struggled since its April announcement of a partnership with transgender influencer Dylan Mulvaney.
The planned scholarships are part of a previously announced partnership with the charity Folds of Honor. The group works to help disabled or fallen first responders and veterans or their family members.
The most recent commitment by the beer band is to provide $3 million for the families of firefighters, police and ambulance personnel who died in the line of duty or were seriously injured.
Bud Light’s parent company Anheuser-Busch announced that it would partner with the National Football League (NFL) on the program, including presenting the scholarships during games.
Interested applicants for the scholarships can apply through Nov. 26.
Anheuser-Busch CEO Brendan Whitworth said that Bud Light was “incredibly proud to be a founding partner of Folds of Honor, as we continue our 13-year mission to make a powerful impact on the lives of the families of military veterans and first responders.”
Bud Light recently announced another significant partnership deal. The brand will be the official beer of the Ultimate Fighting Championship (UFC).
According to the agreement, Bud Light will be a major feature of the UFC’s plans starting in 2024.
UFC faces boycott calls after announcing deal with Bud Light reportedly worth $100M pic.twitter.com/mLwdIOHvDq
— Daily Loud (@DailyLoud) October 25, 2023
UFC CEO Dana White said that Bud Light and Anheuser-Busch had been the mixed martial arts league’s “original beer sponsors.”
He further said that the UFC chose Bud Light because “I feel we are very aligned when it comes to our core values and what the UFC brand stands for. I’m looking forward to all of the incredible things we will do in the years ahead.”
Whitworth said that his company’s beer had “always been on the cutting edge of iconic sporting moments that fans remember forever, and reuniting with UFC is a continuation of this industry leading legacy.”
Bud Light’s sales have continued to struggle since announcing its deal with Mulvaney, which was announced on social media. However, the recent partnerships are an attempt to reverse the brand’s ongoing woes.