The Ultimate Fighting Championship has attracted its first truly heavyweight sponsor in the shape of Budweiser Light, which has become the exclusive beer sponsor of the US MMA promotion.
Anheuser-Busch, the brewing giant which produces Bud Light, said that the deal came about because the UFC is "wildly popular with the 21-34 year old fans we want to reach".
The company brews the two best-selling beers in the world, Budweiser and Budweiser Light, and is a major sponsor of sporting events across the globe.
UFC president Dana White described the sponsorship deal as "huge" and said that it "definitely cements UFC as a major player in sports business".
No financial details of the deal were available at the time of going to press.
The sponsorship agreement comes in the wake of an announcement from rival MMA promotion EliteXC that US broadcast network CBS has agreed to televise its events in prime viewing slots.
More news on the CBS deal with EliteXC here.