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June 4, 2021

UFC and Hisense team up in multi-faceted agreement

UFC, the leading mixed martial arts series, has today announced a distribution and marketing partnership with Hisense, the Chinese electronics company.

By Tariq Saleh

UFC, the leading mixed martial arts series, has today announced a distribution and marketing partnership with Hisense, the Chinese electronics company.

Under the collaboration, the UFC Fight Pass subscription streaming service will be launched on Hisense and Toshiba smart televisions.

From August, UFC Fight Pass will be distributed on new select Hisense TVs as well as on Toshiba smart TVs which utilise the VIDAA Smart TV operating system. 

Subscribers to the streaming platform will have access to content such as live UFC events, live local MMA and combat sports from around the world, original series and historical programming, and a fight library featuring more than 20,000 bouts from dozens of combats sports organisations, as well as every fight in UFC history. 

As an official marketing partner of UFC, Hisense branding will be featured inside the Octagon at select UFC events for the remainder of 2021. 

In addition, Hisense will be the presenting partner of selected UFC digital content distributed across UFC social media platforms in the UK, Ireland, Europe, and the Middle East. 

Crowley Sullivan, vice-president and general manager of UFC Fight Pass, said: “We are delighted to partner with Hisense and VIDAA to deliver combat sports content on UFC Fight Pass to more fans than ever before. This collaboration is a win-win, as it will help us expand our global reach for Fight Pass, while exposing Hisense products to UFC’s fan base in key markets.”   

Guy Edri, executive vice-president for business development for VIDAA, added: “Partnering with UFC is a big step in bringing the best sports content to our VIDAA users. I believe that we can grow our businesses faster together, since VIDAA is present in almost every country in the world and UFC is becoming increasingly more popular outside the US as well.”

Last June, Hisense launched UEFA.tv, the over-the-top platform of European soccer’s governing body, on its Hisense and Toshiba smart TVs in Europe, becoming the first TV manufacturer to do so. 

The Chinese brand recently agreed a deal to continue as a sponsor of the Fifa World Cup for the 2022 edition in Qatar and is also a partner of this year’s delayed European Championships, to be held across the continent, having come on board for the 2016 tournament held in France.

Hisense is also a global sponsor of French giants Paris Saint-Germain and has a partnership with Australia’s National Rugby League.

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