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BUD LIGHTXUFC

FAN EXPERIENCE

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At the intersection of adrenaline and refreshment, this activation brought the spirit of the Octagon to life through a bold, immersive environment. Inspired by the gritty textures of chain link, weathered wood, neon energy, and vibrant fan culture, we crafted a space where Bud Light’s easygoing attitude met the electrifying passion of UFC fans.

The experience was anchored by iconic octagonal forms, interactive photo moments, and a mix of communal seating and game zones designed to maximize dwell time. Every material choice — from distressed blue finishes to industrial metal accents — was selected to celebrate the raw, spirited vibe of fight culture while keeping the atmosphere approachable and fun.

A celebration of victory, connection, and pure fandom, intentionally making this activation THE destination at UFC Fan Experiences across the country.

THE CHALLENGES

Easy - Translating Bud Light’s easygoing backyard DNA into a space that still captured the raw energy and grit of UFC, without either brand feeling diminished. We needed to design a flexible footprint that could thrive in intense outdoor conditions, manage shade and heat mitigation, and maintain a premium feel while staying budget-conscious. Another key hurdle was ensuring the activation not only attracted attention but encouraged meaningful interaction — getting fans to stay, engage, and share their experiences, all while reinforcing Bud Light’s role as the perfect fight night companion.