UFC fans on TikTok can expect to see loads of martial arts livestream content all thanks to a new multi-year deal signed by the two companies. The partnership, according to a TikTok blog post, will enable the video-sharing app to produce and livestream exclusively every week.
Users will have access to exclusive behind-the-scenes coverage, before and after fights interviews and other coverage. Hundreds of videos will be available to watch for TikTok users every year for the duration of the deal; understood to be multi-year.
TikTok is home to some 6.3 million UFC lovers; making it the most followed sports since becoming a part of the video-sharing platform in 2019. Thus, the UFC wants to build on to dedicate its resources to provide TikTok users with access that will bring them closer than ever.
“This partnership with TikTok is a tremendous addition to UFC’s content distribution ecosystem,” David Shaw, UFC Senior Vice President of International and Content said. “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 multi-year deal will kick off this weekend with content centered on UFC FIGHT NIGHT: BLAYDES vs. LEWIS. This will be beamed live from the UFC APEX in Las Vegas. You can tune into @UFC on TikTok LIVE on Saturday to be a part of this event.
Speaking on the newly signed deal, Harish Sarma, Director, Global Strategic Partnerships, Americas and Oceania, TikTok said:
“We are thrilled to deepen our partnership with UFC and launch a robust slate of exclusive LIVE content for the TikTok community. 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.”
In related news, TikTok and Europe’s football governing body Uefa have signed a deal that will see the social media company be a part of the global sponsors of this year’s Euro competition. The Euro tournament, which usually holds every four years, was earlier scheduled to hold in 2020, but was postponed to 2021 due to the COVID-19 pandemic.
This would be the first time a digital entertainment company would be sponsoring a major football tournament. In 2020, TikTok launched its first TV ad in the UK; a country that prides itself as the “home of football.”
TikTok will launch a range of content features to promote the tournament as part of the deal. Some of these features include AR effects, Hashtag challenges, and TikTok Live video streams reports Campaign Live.
On its part, Uefa Euro 2020 will launch an official TikTok account before the start of the tournament. This will enable TikTok to benefit from brand exposure when football matches from the tournament are being shown across TV channels in Europe.