Defining a new generation of sports consumption is no easy feat. With all sports channels having the same overcrowded news-feed vibe, UFC tasked us with the opportunity stand out. We also knew fighters were the gateway drug to UFC. To do so, we elevated athletes as both content creators and connection creators, helping fans see UFC as part of their culture, in and out of the octagon.
There is a huge market of sports fans that are already purchasing content for other sports. To better attract that audience, we need to generate content that’s in rhythm with both their behavior and UFC events to keep our audience growing outside our walls.