The UFC has struck a multi-year deal with the extremely popular video-based social media platform TikTok to provide livestream content.
“Today we’re excited to announce a multi-year partnership with UFC, the world’s premier mixed martial arts organization, to deliver exclusive livestream content for UFC fans on TikTok around the world,” a statement on the TikTok site reads. “The weekly livestreams will feature pre-and post-fight access, behind the scenes footage and engagement with UFC athletes, and other exclusive content executions for TikTok. Through this partnership TikTok and UFC will give fans access to hundreds of pieces of content annually via @UFC, @UFCRussia, @UFCBrasil, and @UFCEurope.
With more than 6.3 million followers on TikTok, @UFC has become the third most-followed sports league since joining the platform in October 2019. Building on this momentum, UFC will dedicate resources at their Las Vegas headquarters to provide the TikTok community with unprecedented access and bring them closer to UFC than ever before.”
TikTok has captured the imagination of a youthful audience in recent times and emerged as a strong competitor to the likes of Instagram, so it makes sense for the UFC to be pursuing opportunities to reach them with this new deal.
“This partnership with TikTok is a tremendous addition to UFC’s content distribution ecosystem,” the UFC’s Senior Vice President of International and Content, David Shaw said. “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.”