The premier American mixed-martial arts company, the Ultimate Fighting Championship (UFC) has penned down an extension with the entertainment content creation platform, TikTok.
Following the extension, both parties will look to propel engagement in the sport, particularly amongst a younger demographic worldwide. Since partnering in 2021, both bodies have collaborated to bring out livestream content that includes some weekly shows featuring pre and post-fight access, behind-the-scenes, and players’ interviews.
By producing original live and VOD content for UFC’s international channels, the American MMA entity will be looking to gain international growth by continuing its work with TikTok.
Tiktok, earlier known as musical.ly, is a Chinese short-form video hosting service owned by ByteDance, where the users can make short video content that can range in duration from three seconds to 10 minutes.
David Shaw, UFC Senior Vice President of International and Content, said, “We’re thrilled to continue our partnership with TikTok”.
He further added, “TikTok has become one of the strongest, most reliable ways to drive awareness to all our live UFC events, while enhancing the UFC live experience with unique, compelling content for UFC fans around the world.”
Harish Sharma, Global Head of Sports & Gaming at TikTok, said, “The UFC has built an incredible following and community on TikTok by providing fans with unique behind-the-scenes access to their athletes and events. By expanding our partnership, we’re excited to continue bringing our global community, especially the mixed martial arts community, closer to the action and excitement of the UFC.”