UFC and TikTok launch content partnership

19 Feb 2021

By: Sport Industry Group

UFC and TikTok have announced a new multi-year content partnership which will see the pair collaborate on a number of initiatives across the video sharing platform.
As part of the deal, UFC will launch  new weekly shows on the app, featuring live looks at weigh-ins and press conferences, athlete interviews, arena tours, fighter training segments, and more. 

Each show will be programmed around an upcoming UFC live event to drive awareness, providing fans with an exciting, unique way to experience UFC on TikTok while they prepare for UFC’s biggest events.  
The pair will also distribute hundreds of pieces of content annually via UFC’s global TikTok channels, including its main UFC account as well as regional accounts in Russia, Brazil and Europe which, collectively, have more than 7 million followers.
To support the partnership, UFC will ‘engage a dedicated, full-time resource’ who will be focused on producing original live and VOD content for @UFC on TikTok. The dedicated employee will liaise directly with the TikTok team to help grow UFC’s global community on the platform, in which is the first position of its kind created jointly by TikTok and a sports property.
"We are thrilled to deepen our partnership with UFC and launch a robust slate of exclusive live content for the TikTok community,” said Harish Sarma, Director, Global Strategic Partnerships, Americas and Oceania, TikTok. 

“Now more than ever, sports fans are craving the up-close-and-personal moments they are missing by not attending live events. Through this partnership, we are excited to bring to TikTok, the action and excitement of UFC both inside and outside the Octagon." 
David Shaw, UFC Senior Vice President of International and Content, added: “This partnership with TikTok is a tremendous addition to UFC’s content distribution ecosystem.

“We want to be everywhere our fans are consuming content and TikTok continues to break new ground in reaching a diverse, global audience.  This collaboration is a great way to drive awareness to our tent pole live events while delivering compelling content to our fans, 24/7.”