Sportz Interactive expands client portfolio with addition of UFC; to develop and enhance UFC’s digital presence in India

Sportz Interactive (SI), a leading sports technology and content solutions company and a part of the Sportz Solutions Group, welcomed a new client relationship with Ultimate Fighting Championship® (UFC), the world’s premier mixed martial arts organisation and part of TKO Group Holdings (NYSE: TKO).

UFC’s athlete roster features the world’s best MMA athletes representing more than 80 countries, including India. With this region in mind, Sportz Interactive has been mandated to provide a comprehensive and forward-thinking social media strategy for India that includes regional-specific content creation, localisation, and implementation across UFC’s official social media platforms in India. SI will leverage its expertise in digital content creation and fan engagement strategies to expand Indian fan engagement on UFC’s Instagram, Facebook and YouTube accounts.

The first successful implementation in the partnership was the launch of UFC’s first official Instagram account in India in January 2024. In the first two months, the account added over 210,000 organic followers and featured a collaboration with Bollywood superstar Vidyut Jammwal for UFC 298. Engagement across all UFC India platforms experienced a strong start, with over 250,000 interactions and 3+ million views.

Additionally, SI aims to drive viewership of UFC events on UFC’s broadcast partner in the Indian subcontinent, Sony Sports Network India – a partnership that was recently extended through 2028. SI, UFC and Sony Sports Network will collaborate on pre-fight week build-ups and live event coverage, including engaging with celebrities and sports figures, and promoting India’s UFC athletes, Anshul Jubli and Puja Tomar.

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.”