The UFC has expanded its partnership with TikTok, ahead of a significant week for the promotion as it prepares for its first UK PPV event since 2014.
Since combining in 2021, UFC and TikTok have collaborated to create livestream content, including weekly shows featuring pre-and post-fight access, behind-the-scenes footage, and athlete interviews.
The link looks to fuel engagement in the sport, specifically amongst a younger demographic globally.
“The UFC has built an incredible following and community on TikTok by providing fans with unique behind-the-scenes access to their athletes and events,” said Harish Sarma, Global Head of Sports & Gaming at TikTok. “By expanding our partnership, we’re excited to continue bringing our global community, especially the mixed martial arts community, closer to the action and excitement of the UFC.”
With an eye toward maximizing international growth, UFC will continue to work directly with the TikTok team to produce original live and VOD content specifically for UFC’s international channels.
“We’re thrilled to continue our partnership with TikTok,” said David Shaw, UFC Senior Vice President of International and Content. “TikTok has become one of the strongest, most reliable ways to drive awareness to all our live UFC events, while enhancing the UFC live experience with unique, compelling content for UFC fans around the world.”
It comes as UFC 286 is just days away, with the UFC strengthening its global expansion through its first UK PPV event since 2014 when Michael Bisping defeated Dan Henderson.