The return of Bud Light as the official beer of the UFC in the U.S. next year marks a significant milestone for the brand, as it strives to recover from a conservative backlash it faced during a promotion with a transgender influencer. In order to rebuild its reputation, Bud Light has entered into a new multiyear marketing deal with the UFC, solidifying its position as the “Official Beer Partner” in the U.S. commencing on Jan. 1. AB InBev, the parent company of Anheuser-Busch, will also become the UFC’s official global partner outside of the U.S.

While the financial details of the agreement were not disclosed, Bloomberg reports that this is the UFC’s largest sponsorship deal to date, surpassing the $175 million fight-kit deal signed with Crypto.com in 2021. The significance of this partnership should not be overlooked, as Bud Light and the UFC have a longstanding history together. UFC CEO Dana White highlighted this by stating that the two companies are aligned in their core values.

In a separate move, Apple Inc. has announced price increases for its AppleTV+ streaming, Arcade gaming plans, and Apple One service. AppleTV+ will now cost $9.99, up from $6.99, while Arcade will increase to $6.99 from $4.99. Additionally, Apple News+ will be priced at $12.99, up from $9.99. The Apple One service, which includes multiple subscriptions such as Apple Music, TV, Arcade, and 200 gigabytes of iCloud storage, will also face a price hike. The individual plan will increase to $19.95 from $16.95 per month, while the family plan will rise to $25.95 from $22.95 per month. Apple has stated that these price increases will impact the U.S. and select international markets.

Ultimately, both the Bud Light-UFC partnership and Apple’s price increases demonstrate the ever-evolving landscape of business and marketing. Bud Light’s return to the UFC signifies an opportunity for redemption, while Apple’s strategic price adjustments reflect the company’s commitment to maintaining competitiveness and delivering value to its customers. As these companies navigate challenging market dynamics, it will be fascinating to see how their respective strategies unfold and impact their future success.