Social media platform TikTok and the UFC have reached a multi-year partnership to deliver live, weekly programming, resulting in one employee being added to the staff.
According to Deadline, this isn’t the first partnership between the social media giant and a sports entity, but it’s the first time TikTok will create a position dedicated to creating content for the platform.
The report notes that UFC ranks third among all sports leagues on TikTok, with 6.3 million followers. Last year, it reached 100 million monthly active users in the U.S., up nearly tenfold since 2018, according to TikTok.
The partnership will launch this week leading up to Saturday’s UFC fight and will feature behind-the-scenes programming as well as pre- and post-fight interviews.
“We are thrilled to deepen our partnership with UFC and launch a robust slate of exclusive live content for the TikTok community,” said Harish Sarma, TikTok’s director of global strategic partnerships for Americas and Oceania. “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.”
As noted by Deadline, David Shaw, SVP of international and content for the UFC, called the deal “a tremendous addition to UFC’s content distribution ecosystem. We want to be everywhere our fans are consuming content and TikTok continues to break new ground in reaching a diverse, global audience.”