The Ultimate Fighting Championship (UFC) has secured a multi-year partnership with short-form video app TikTok, where it will offer exclusive weekly livestreams.
The livestreams are set to feature behind-the-scenes footage and interactions with UFC athletes pre and post-fight, which will be delivered to fans across the world.
UFC has become the third most popular sports league on TikTok since joining the app in October 2019 and has amassed a following that totals 6.3 million and close to 10 billion views on #UFC content alone.
The move follows a recent announcement that TikTok had partnered with UEFA Euro 2020 to produce content in the run-up to the tournament, as well as a collaboration with London-based e-sports organisation Tundra, highlighting the organisations desire to produce sports content on the highly popular app.
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,” said David Shaw, UFC senior vice president of international and content.
“This collaboration is a great way to drive awareness to our tent pole live events while delivering compelling content to our fans, 24/7.”
Harish Sarma, director, global strategic partnerships, Americas and Oceania, TikTok, added: “We are thrilled to deepen our partnership with UFC and launch a robust slate of exclusive live content for the TikTok community.
“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.”
Author: Jake Wilkin