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LaLiga announces promotional partnership with UFC

The duo plans to introduce at least three activations in Spain each year encompassing athletes and LaLiga clubs.

The Spanish top-tier football league, LaLiga, has announced a new promotional partnership with the Ultimate Fighting Championship (UFC). With this deal, both the involved parties will aim to engage with fans of both sports.

The Spanish top football league and the MMA promotion will collaborate on social media, on-site coverage at events, digital content, and athlete activations.

In addition, the duo plans to introduce at least three activations in Spain each year encompassing athletes and LaLiga clubs. In exchange, the UFC will include LaLiga players and ambassadors in current digital shows.

In addition to social media partnerships, LaLiga North America will encourage social content during UFC fight weeks. Both will also cross-promote initiatives such as Hispanic Heritage Month, International Fight Week, El Clásico, and the UFC’s upcoming 30th anniversary on their relevant social channels all year long.

LaLiga North America and the UFC first worked together at the commencement of the 2022/23 season, with fighters Brandon Moreno and Ilia Topuria commuting to Spain to attend a game, meet players, and produce content.

Adrian Segovia, Head of Content and Distribution at LaLiga North America, said, “Hispanics make up a significant percentage of the population in the United States and are at the heart of both LaLiga North America and the UFC’s fanbases. Our focus will be finding commonalities within the LaLiga and UFC communities and providing value-add opportunities to enhance fan access and create relatable, engaging content.”

David Shaw, Senior Vice President, International and Content, at UFC, commented, “LaLiga is one of the greatest and most popular football leagues in the world, and we’re excited to explore the opportunities to cross-promote our sport to their incredible fan base. UFC has a significant Hispanic fan base in the United States, not to mention millions more in Spain, and this relationship is a way for us to engage more with those fans while creating additional value for our broadcast partners, like ESPN+ in the US, by helping to drive viewership of our live events.”

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