The UFC has announced the launch of a dedicated channel on gaming and live streaming platform KICK, as part of a wider partnership.
This announcement coincides with the UFC naming KICK an official partner, allowing the streaming platform to be featured at major UFC events. KICK will receive prominent branding inside the UFC’s Octagon during select Pay-Per-View (PPV) and Fight Night events.
At the core of this deal is the UFC’s introduction of a dedicated channel on the streaming platform. This channel will showcase original UFC content, including fight watch-alongs, press conferences, behind-the-scenes footage, athlete interviews and more.
Nicholas Smith, VP of Global Partnerships for TKO, commented: “We’re thrilled to begin our relationship with KICK by becoming a major element of their innovative streaming service, joining some of KICK’s most well-known streamers, including Westcol, and Adin Ross.
“We’re looking forward to our KICK channel becoming a strong, reliable platform to drive awareness for all our live UFC events while enhancing the UFC live experience with unique, compelling content for UFC fans around the world.”
Outside the Octagon, UFC and KICK will produce original content for UFC’s digital and social channels, reaching around 290 million users globally. They will also enhance fan engagement and boost KICK’s brand awareness through various activations, including VIP experiences.
The partnership began with UFC 308 last weekend, where featherweight champion Ilia Topuria secured a win against KICK streamer and number two ranked Max Holloway.
Speaking ahead of UFC 308, Akhil Sarin, Chief Marketing Officer at KICK, said: “We are delighted to partner with UFC to bring amazing content and behind-the-scenes access to our audience on KICK.
“We look forward to the launch of the UFC channel this week, with our branding set to appear on the canvas at UFC 308 in Abu Dhabi, our very own Max Holloway competing for the featherweight title, and unmissable UFC content streaming for the first time live on KICK. Make sure you tune in and engage in the chat.”
KICK, founded in 2022, has rapidly emerged as a direct competitor to Twitch, aiming to attract content creators and viewers alike with its lenient terms of service. As a result, it has quickly gained popularity among users looking for a more diverse range of content and interactive experiences.
Recently, KICK formed a notable partnership with the Formula 1 team Sauber, which races under the name of its title sponsor, Stake. As part of this deal, KICK has access to exclusive behind-the-scenes content, similar to its agreement with the UFC.
