The Anheuser-Busch beer will become the official sponsor of mixed martial arts league UFC, the two companies announced, as part of a broader effort to revive Bud Light from a sales slump following a partnership with a transgender influencer that sparked a backlash among its core customers.

During fights and weigh-ins, Bud Light branding will have a “highly visible presence” during the multiyear sponsorship, which begins on January 1, 2024. The Bud Light logo will also appear on digital content and on air.

The financial terms of the deal were not disclosed. It’s the UFC’s “biggest-ever sponsorship,” surpassing the $175 million kit deal with Crypto.com signed in 2021. A spokesperson for the UFC declined to comment on the agreement’s financial terms.

“I’m pleased to announce that we are back in business together. UFC CEO Dana White said: “There are many reasons why I chose Anheuser-Busch and Bud Light, but the most important reason was that our core values and what the UFC brand stands for are very aligned.”

Taking over from Modelo as the UFC’s beer sponsor, Bud Light replaces the Mexican lager that dethroned Bud Light as America’s top-selling beer. Recent months have seen a shift in beer preferences to Mexican beers and other rival brands, including Miller Lite and Coors Light.

For the four weeks ending October 7, Bud Light sales were down 30% year-over-year.