UFC signs multi-year livestream deal with TikTok

UFC has penned a multi-year partnership with TikTok to deliver exclusive livestream content to fans of the world’s biggest mixed martial arts promotion.

Weekly livestreams will feature pre- and post-fight access, behind the scenes footage, engagement with UFC athletes, and other exclusive content executions. Content will be delivered via @UFC, @UFCRussia, @UFCBrasil, and @UFCEurope.

“This partnership with TikTok is a tremendous addition to UFC’s content distribution ecosystem,” said David Shaw, UFC Senior Vice President of International and Content. “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.”

The partnership kicks off with livestreamed coverage around UFC Fight Night: Blaydes vs. Lewis on Saturday 20 February.

UFC’s main TiKTok channel has already amassed 6.3m followers since it joined the platform in October 2019, making it the third most-followed ‘sports league’ on the app.

“We are thrilled to deepen our partnership with UFC and launch a robust slate of exclusive LIVE content for the TikTok community,” said Harish Sarma, Director of Global Strategic Partnerships for the Americas and Oceania at TikTok. “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.”