Few names are more synonymous with the roar of the octagon than Bruce Buffer — the “Voice of the UFC,” the man whose booming introductions have electrified crowds for nearly three decades.
Now, the longtime ring announcer has stepped into a new role that feels less like a career pivot and more like destiny fulfilled: official spokesperson for Bud Light, the UFC’s longtime and now re-cemented beer sponsor.
It’s a partnership that just makes sense. Bud Light, looking to reestablish its brand identity after a turbulent stretch in the public eye, has found in Buffer something uniquely authentic — a figure who bridges eras, commands instant recognition, and embodies the spectacle of fight night. For Buffer, it’s a natural extension of a relationship that’s been brewing — quite literally — for decades.
“I’ve been in the octagon now, it’ll be 30 years come February,” Buffer told FOX Business. “I’ve been announcing Bud Light, standing on their logo, drinking their beer for years. So now, to officially become the spokesperson … it’s a bucket list, and it’s exciting.”
It’s easy to see why Bud Light’s senior vice president of marketing, Todd Allen, called the partnership a “no-brainer.” Buffer’s voice and persona are woven into UFC history — his every introduction a punctuation mark on the sport’s biggest moments. For fans, he’s more than an announcer. He’s a tradition.
The timing of this deal is particularly significant. Bud Light officially became the UFC’s beer sponsor again at the start of 2024, part of a strategic effort to reconnect with its core audience after years of controversy and cultural backlash.
Partnering with Buffer — a figure as apolitical as he is iconic — signals a smart recalibration. It’s not about rebranding through trendiness or celebrity endorsements; it’s about returning to familiar ground, to something that feels like home to millions of fans.
And true to form, Buffer couldn’t resist punctuating the announcement with his famous catchphrase — “It’s time!” — echoing across social media as if announcing another main event.
Interestingly, Buffer’s new gig joins him with another UFC veteran turned Bud Light partner, Dustin Poirier, who signed with the brand last year. Together, they form a kind of symbolic one-two punch: Poirier, the fighter who’s spilled blood under the lights, and Buffer, the voice who’s announced it all.
