Bud Light Drops Bruce Buffer Ad, Adds 4 UFC PPVs to Its $99 Paramount+ Feast

Bud Light is giving UFC fans a reason to stock the fridge, fire up the grill, and subscribe to Paramount+ ahead of the promotion's next major event.

The beer brand has introduced the limited-edition "Fight Night Feast," a $99 package developed with Omaha Steaks as part of its ongoing partnership with the UFC.

Available Nov. 17, the package brings together four components for a night of fights:

• Two Omaha Steaks tomahawk steaks
• Bud Light beer money
• Paramount+ gift card
• A pair of official UFC training gloves

To put it simply, the offer gives Bud Light an in on the viewing experience, with the brand supplying more than the beer traditionally associated with watching sports at home.

The Paramount+ addition is particularly relevant as UFC moves into a new distribution arrangement in the U.S.

Beginning in 2026, Paramount+ became the exclusive streaming home of UFC's numbered events and Fight Nights under a seven-year agreement with TKO Group Holdings.

Reuters reported the deal at $7.7 billion over seven years, equal to an average of $1.1 billion annually.

The agreement covers 13 numbered events and 30 Fight Nights each year, with select numbered events also simulcast on CBS.

"We wanted to create something for UFC fans that makes fight night easy to enjoy," Todd Allen, SVP of Marketing for Bud Light at Anheuser-Busch, shared.

Furthermore, the promotion also allows Omaha Steaks to put its products in front of sports viewers.

Nate Rempe, President and CEO of Omaha Steaks, described the package as the "perfect excuse to fire up the grill, invite some friends over, and make a night of it."

Bruce Buffer Takes the Waiter Shift

The Fight Night Feast takes its creative inspiration from Bud Light's new 30-second commercial starring Bruce Buffer.

Titled "Chef," the spot follows a fan who wants to watch fight night with his friends but has a restaurant shift to finish.

His solution is to trade his shift to another man in exchange for a case of Bud Light.

Buffer then appears in the restaurant as the replacement waiter, bringing his trademark Octagon announcing style to the dining room.

He delivers his famous "IT'S TIME" introduction while presenting the evening's main course: filet mignon.

Bud Light plans to run the commercial on Paramount+ during key fight cards and Fight Nights, putting the celebrity-led ad directly alongside the sports programming they promote.

The brand will also use the limited-time package to encourage purchases ahead of UFC 335 on December 12.

The Fight Night Feast goes on sale at 3:35 p.m. ET on November 17 through Omaha Steaks' Bud Light landing page, with fulfillment scheduled ahead of the event. 

Bud Light has previously used Bruce Buffer to connect its sponsorship with fan participation.

In October 2025, the brand launched its "Call Center" commercial with Buffer and UFC fighter Dustin Poirier, alongside the "Fight Night PTO" activation.

While the effort invited fans to enter a sweepstakes for a chance to win paid time off and tickets to UFC 322, the new campaign puts its focus on hosting and viewing.

Ultimately, it gives Bud Light another opportunity to connect its sponsorship with the practical preparations fans make before a fight.

100M UFC Fans and 43 Annual Events

Bud Light's latest campaign comes as UFC gains a new distribution partner with considerable financial backing.

Reuters reported that UFC reaches approximately 100 million fans in the U.S. and stages around 43 live events annually.

The Paramount agreement covers 13 numbered events and 30 Fight Nights each year.

These figures offer three suggestions for brands developing sponsorship-driven product marketing:

Make the Viewing Platform Part of the Offer

Brands should account for where audiences consume sponsored content when developing promotional packages.

Bud Light includes a Paramount+ gift card, giving the streaming platform a tangible place in the fan's purchase.

Give Sponsorships a Physical Component

Companies have the option of developing merchandise or limited-edition products that give fans something to associate with a sponsorship.

The Fight Night Feast gives Omaha Steaks and Bud Light a shared product offering tied to UFC.

Give Talent a Role Beyond the Commercial

Brands should use recognizable personalities to connect ads with experiences that audiences can participate in.

Such is the case for Buffer, which moved from announcing fights in the Octagon to serving dinner.

In short, Bud Light's latest effort gives its UFC sponsorship a place in the kitchen, on the dining table, and on the streaming screen.

Our Take: Can Bud Light Make UFC Sponsorships Worth More?

There's a certain comedy in Bruce Buffer announcing filet mignon with the same intensity he brings to a championship fight.

But outside the commercial, we think the $99 package gives Bud Light a way to occupy a fan's evening.

Omaha Steaks gets a premium food showcase, Paramount+ gets another reason to enter the conversation, and Bud Light gets to play host.

That's a lot of brands sitting at one dinner table, and the challenge will be making sure the customer remembers who invited everyone.