The global mixed martial arts (MMA) giant, Ultimate Fighting Championship (UFC) and the leading sports tech firm Sportz Interactive have partnered to solidify the former’s digital presence in India.
This strategic alliance, initiated in January 2024, has already seen impressive results. Sportz Interactive masterminded the launch of UFC India’s official Instagram account, which amassed over 210,000 followers within a mere two months. This creative strategy further extended to collaborating with Bollywood action star Vidyut Jammwal to promote UFC 298, further igniting fan engagement.
This partnership extends beyond social media. SI is committed to amplifying UFC’s reach in India by driving viewership on Sony Pictures Networks India (SPNI), UFC’s broadcast partner in the region. The recent extension of this partnership until 2028 underscores the growing popularity of UFC in the Indian market.
Additionally, SI, UFC and SPNI will collaborate on pre-fight week build-ups and live event coverage, including engaging with celebrities and sports figures and promoting India’s rising UFC stars, Anshul Jubli and Puja Tomar. This collaborative effort will ensure UFC fans in India receive in-depth coverage and a chance to connect with the sport’s biggest names.
Speaking on the relationship, Kevin Chang, UFC Senior Vice President and Head of Asia, said, “India is becoming a massive UFC market and our efforts to connect with our fan base there is reflective of that. With their proven expertise in the industry, we are pleased to have Sportz Interactive on board to elevate UFC’s digital footprint and we will endeavor to deliver a truly bespoke experience to UFC fans in India.”
Raghav Mehta, Head of Partnerships & Client Success at Sportz Interactive, said, “We are excited about this opportunity to collaborate with UFC to enhance their digital presence and engage fans in innovative ways. We look forward to maximising fan affinity and building this globally iconic brand in India and delighting sports fans along the way.”
Sportz Interactive is an Indian sports technology company that helps sports organizations engage with their fans and grow their business by providing a variety of services including data analysis, interactive features for apps and websites, and content creation.
UFC continues to expand its global footprint through a series of recent collaborations. The organization renewed its multi-year broadcast rights deal with Polsat in Europe. In Asia, UFC announced Stake as its official betting partner, catering to the growing fight fan base there. Further extending its reach, UFC renewed its with ESPN Australia & New Zealand, ensuring content remains accessible to fans Down Under.
UFC’s next event, UFC Fight Night: Tuivasa vs. Tybura, will take place on March 17 in Las Vegas, Nevada, United States.