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To assign license fulfillment groups to license bundles, you need to have one of the following Management Roles:
License Admin for All Pools and Bundles
License Manager for All Bundles
License Manager for Bundles Where Owner
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Assign license fulfillment groups to license bundles
On the navbar, click expand Azure License Manager to expand it and then click select Manage Assignments.
Select the License Bundles tab and search for license bundle to which you want to assign the license fulfillment groupadd the exclusion rule.
Click the License Bundle link for the target bundle.
On 
From the License Info panel of the License Bundle Details page, enter the License Fulfillment Group in the License Fulfillment Group drop-down field and then click the tile for that group to select it.
You should see the License Fulfillment Group update to the selected group.
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See Also
Assign license bundles from file
Add eligible assignees to license bundles
Add exclusion rules to license bundles
Exclude subscribed services from license bundles
Assign responsible parties to license bundles