• Loading stock data...
Wednesday, July 2, 2025

Metro by T-Mobile Finds Unique Exposure Opportunity With UFC Pre-Fight Show

Metro - UFC - Purple Couch

If you are a UFC fan, chances are you’ve heard of or seen Metro by T-Mobile (formerly known as MetroPCS) during a fight.

A partner with UFC for more than seven years, Metro has become a mainstay in the stable of brands that have supported the mixed martial arts competition.

For the past two years, Metro has broken the mold of what a traditional sponsorship looks like with the Metro by T-Mobile Purple Couch.

The activation, which has been spearheaded and managed by global partnership marketing agency Lagardère Plus and its event production arm Rooftop2 Productions, is a live 90-minute interactive program that is streamed via the brand’s social media accounts. To date, Metro by T-Mobile has produced 15 Purple Couch broadcasts, which have garnered more than 257 million impressions and 86 million video views.

The success of the broadcasts have led to Metro scooping up an average of 65 percent share-of-voice on Twitter for sponsor conversation.

Although the Purple Couch broadcasts have appeared on the brand’s Twitter, Facebook, and YouTube platforms, Lagardère and Metro have found that Twitter has been the most fruitful for them and because of this, are doubling down on the platform.

SEE MORE: Inside Riot Games’ Partnership with Mastercard and What It Means for the Future of the Publisher

Adam Gotts, Metro by T-Mobile account director for Lagardère Plus, points to a highly engaged audience and an improved live product from Twitter as to why Metro has leaned into the platform this year.

“UFC fans are rampant on Twitter before, during and after fights – it’s where the conversation happens. Maybe the most remarkable result, beyond the obvious brand lifts, is seeing how Metro has changed the fan’s pre-fight behavior and positioned a sponsor as a trusted and entertaining media outlet for fans to get content and news.”

[mc4wp_form id=”8260″]

As part of the show, there are five live branded segments that feature analysis on the fight, while giving fans access to interact directly with the fighters via Twitter. During these segments, fans have the chance to win Pay-Per-View access codes, making for a more engaging broadcast than what a traditional linear pre-fight broadcast can offer.

The decision to go to social was driven by the ability to have more control around the content and distribution. In addition, Metro still aligns with broadcast partner FOX and FS1 for presence around all fights.

“The sponsorship’s primary objectives have been to drive awareness and then familiarity with the brand, but recently that has shifted to focus lower in the funnel to consideration,” said Kern Egan, president of Americas for Lagardère Plus. “While we have a strong media partnership with Fox and FS1, social media allows brands to own a bit more of the content and distribution to complement the more traditional advertising and brand integrations with media partners.”

SEE MORE: Hyundai’s NFL Efforts Help Power Brand’s Marketing Initiatives

It’s one thing to host a show live on social; it’s a whole other thing to make it your sole focus. That’s exactly what Metro has done and everything else around it — from leveraging UFC influencers to taking over Reddit’s MMA channels — has been focused on driving attention and conversation back to the Purple Couch show.

Metro

The Purple Couch broadcast setup at UFC 217 at Madison Square Garden on Nov. 4, 2017.

Like others, Metro and Lagardère are tracking social numbers such as engagement, watch time and impressions, but those impressions are just a “means to an end.” The ultimate goal is to make sure that the programming is driving a lift in the purchase funnel, an area that Egan says has “exceeded all expectations.”

[mc4wp_form id=”8260″]

From a laid-back approach to buy-in from the sponsor to do something unique, Metro has been able to carve out a niche part of the conversation during UFC fights, and because of that are showcasing what can be done when brand, agency, and property all think outside the box and execute accordingly.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Jun 10, 2025; Pittsburgh, PA, USA; Pittsburgh Steelers quarterback Aaron Rodgers (8) drops back to pass during minicamp at their South Side facility.
opinion

Steelers Win-Now Mode Is Good News for NFL Media Partners

The conservative “Steeler Way” has finally adapted—and media partners are happy.

The Battle Over Wimbledon’s Ambitious Expansion Plan

A classic NIMBY standoff on one of the most hallowed grounds in sports.
Seattle Rough & Tumble

Women’s Sports Bars Are on the Rise. Survival Isn’t Guaranteed

Some women’s sports bars are cashing in. Others are clawing for funding.

Shitposters Have Taken the Reins of Pro Sports’ Official Voices

Meet the social media pros turning sports teams into internet trolls.

Featured Today

Jun 17, 2025; Sunrise, Florida, USA; Florida Panthers center Sam Reinhart (13) hoists the Stanley Cup after winning game six of the 2025 Stanley Cup Final against the Edmonton Oilers at Amerant Bank Arena

Stanley Cup’s International Summer Tour: Rules, Repairs, and Raucousness

No pro trophy tour compares to the NHL’s three-month global victory lap.
Mar 15, 2025; Fort Worth, TX, USA; UAB Blazers forward Yaxel Lendeborg (3) dribbles the ball upcourt against the North Texas Mean Green during the first half at Dickies Arena
June 22, 2025

NIL Is Shrinking the Pool of NBA Draft Entrants

Agents are now advising many players to stay in school.
Apr 24, 2025; Green Bay, WI, USA; Penn State Nittany Lions defensive end Abdul Carter on the red carpet before the 2025 NFL Draft at Lambeau Field
June 21, 2025

‘More Is More’: The Elite Luxury Jewelers Decking Out Athletes

Meet the elite group of luxury designers crafting the biggest statement pieces.
Dec 5, 2024; Miami, FL, USA; FIFA president Gianni Infantino presents the FIFA Club World Cup trophy during the Club Word Cup draw at Telemundo Studios.
June 15, 2025

Revamped Club World Cup Is FIFA’s Billion-Dollar Gamble

The revamped soccer event debuts amid controversy.

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Jul 19, 2024; Phoenix, Ariz., United States; Sheryl Swoopes hosts a WBNA All-Star brunch in honor of her former teammate, Nikki McCray Penson, at Thea in Phoenix on July 19, 2024
May 12, 2025

Sheryl Swoopes: A’ja Wilson Shoe Campaign Shows Nike Sea Change

Nike released the Air Swoopes in 1995.
Sponsored

Hottest Matchups Following NFL Schedule Release

The NFL released the 2025 regular-season schedule, and anticipation is already building in the ticket marketplace with four months to go.
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
January 15, 2025

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.