There was a time when Lagunitas Brewing Company brewed a fine limited edition IPA titled Lumpy Gravy. What made the beer stand out was not its rich taste or frequent trips down my esophagus, it was the label—a picture of Frank Zappa. Every sip was like partying with the iconoclast himself. Now, thanks to Anheuser Busch and Bud Light, I’ll have the chance to live it up with Chuck Liddell and Anderson Silva.

The former UFC light heavyweight champion and current UFC middleweight champion are set to be spokesmen for the brewers. A three-year-sponsorship is going to push these bonafide MMA stars into all around stars. While Silva’s English isn’t as strong as Liddell’s, his punch might be—and that might be enough to endear him to legions of sports fans, beer drinkers, and everyone in between (if such people exist). Commercials and billboards will push their likeness alongside the UFC, furthering the promotion and its product as respected forces in professional sports.

However, great power brings great responsibility. Combat sports and beer have been linked ever since Ben Franklin said brews are a godsend. With MMA still fighting its bloodlust image in the mass public eye, it can’t afford to casually date the beer makers. It has to be serious.

The UFC needs pop open anti-violence ads as frequently as I’m going to pop open Bud Light (only because I want to support the sport). As comedian Brian Mallow said, they are really saying, “:drink responsibly…but drink.” The drink responsibly ads won’t be enough. Like its mainstream counterparts the NFL and NBA, the UFC must start rolling out the cheesy ads that tell me I may have a problem with booze. The organization does do many positive things in communities, but they are not as aggressively advertised as those in the major sports. Beer is a good and smart start.

In a sport that boasts perhaps the manliest of mindsets, beer may not be the best fuel. Anyone who has ever watched a UFC event with someone who has had one too many knows how much beer can severely impede enjoyment of a good fight. The “Why doesn’t he do this?” or “I would have knocked him out” begin to flow. Positive advertising that can curtail this is inane but inevitable behavior are constant ads stressing the professionalism, skill, and danger involved in the sport.

Just as the IFL, EliteXC, and even the UFC (back in the day) educated fans on moves, they need to educate on social responsibility. It’s impossible for me to watch my Bret Hart DVD without first sitting—forcibly—through “don’t try this at home ads” from the WWE. Sure, its annoying, but for someone who doesn’t know better it might just hammer the point home.

And why shouldn’t we see this? Liddell and Silva are no doubt great ambassadors of the sport. They’ll have chances to let their personalities shine regardless of how many downer ads they do because beer advertising is the best and brightest out there.

It’s a huge opportunity for the fighters, the promotion, and the sport. And it’s about more than money. 

I’ll let you guys think it over while I proceed to put down my Rich Franklin and Forrest Griffin Mickey’s cans for an upgrade. Partying with Chuck Liddell might be as hell-raising fun as knocking a few back with Zappa. As for Anderson Silva, I picture him drinking kryptonite and laughing at its ineffectiveness. Now if only the UFC can wrangle up a legends deal with Bud Light so I can drink with Keith Hackney.

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Comments (2)

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written by DMayeda, August 26, 2008

Great job Acosta ... couldn't have said it better.

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written by Sebastian, October 27, 2008

This is the bast fighter

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