HUYA, the major Chinese livestreaming platform, has agreed a sub-licensing deal with Migu to provide live coverage of the Ultimate Fighting Championship (UFC) mixed martial arts (MMA) promotion.
Migu, a subsidiary of state-owned China Mobile Communications, holds UFC rights in China through a wide-ranging partnership agreed in 2021.
Through that agreement, the streaming service was named the official media platform for all UFC events and programming in the territory.
Huya has now announced it will air all UFC events shown by Migu, which number includes up to 12 pay-per-view (PPV) and 30 non-PPV events each year.
In addition to its live rights, Migu’s deal with UFC includes collaboration on original content, including UFC-related films and documentaries, reality shows, and in-depth profiles of UFC stars and prospects.
The promotion has enjoyed significant growth in China in recent years and now features several Chinese fighters such as Zhang Weili, Li Jingliang, and Song Yadong.
Earlier this year, UFC teamed up with Migu and China’s Leisure Sports Administrative Centre to launch a new national competition in the country to support the country’s initiative to increase physical activity.