Full-time TikTok resource to be dedicated to producing UFC content.
Mixed martial arts organisation UFC and TikTok have signed a multi-year partnership that will see UFC produce live content on TikTok.
Among the highlights, the two organisations will collaborate to produce new weekly shows on TikTok, 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.
UFC and TikTok will collaborate to distribute hundreds of pieces of content annually via UFC’s global TikTok channels, including @UFC, @UFCRussia, @UFCBrasil, and @UFCEurope. Collectively, these channels have more than seven million followers.
To fully 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 and who will liaise directly with the TikTok team to help grow UFC’s global community on TikTok. This is the first position of its kind created jointly by TikTok and a sports property.
Speaking about the partnership, Harish Sarma, Director, Global Strategic Partnerships, Americas and Oceania, TikTok, said: “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.”
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.”
UFC and TikTok will officially kick off the partnership this week with content around UFC Fight Night: Blaydes vs. Lewis on Saturday, February 20, live from UFC APEX in Las Vegas. Tune into @UFC on TikTok LIVE this weekend to catch compelling moments from the event.
TikTok claims to have more than 100m users in the US. UFC has more than 7m followers across its official channels. Videos using #UFC have been viewed over 8bn times since 2019.