• Loading stock data...
Wednesday, September 3, 2025
The biggest names in sports media. All in one room. Get your ticket now!

UFC Continues Social Media Expansion With Snapchat Partnership

  • Already boasting more than 300 million fans worldwide, UFC is partnering with Snapchat to target younger audiences by creating both Stories and Shows on the app.
  • Across professional sports, UFC boasts one of the youngest fan bases with a median age of 40-years-old – with 40% of them being millennials.
Photo Credit: Stephen R. Sylvanie-USA TODAY Sports

Boasting more than 300 million fans worldwide, UFC is looking to social media to further increase its vast following. 

After a year in which UFC’s digital footprint branched out to TikTok, the league is growing its social feed even further through a partnership with Snapchat. Launched ahead of UFC 245: Usman vs. Covington, which took place on December 14, the partnership focuses on bringing more content to Snapchat’s Discover page, which would include UFC Shows and Our Stories.

“This relationship with Snapchat isn’t about the distribution of live content,” said Dave Shaw, UFC’s senior vice president of international and content. “It’s about the promotional and support programming that can connect with an audience, ingratiate them to UFC, and create awareness leading to transactions. That is at the top of our list.”

“For us, we know that our audience is consuming sports content and UFC content in a variety of different ways. So we want to be everywhere to make sure we’re connecting with the right people,” he said.

Through Snapchat, UFC hopes to bring more young fans into the sport. Across professional sports, UFC boasts the youngest fan base with a median age of 40-years-old – with 40% of them being millennials, according to the league in a press release.

Since debuting in 2011, Snapchat was the first social media app to create the Story format, which has proven to work well with watching sports highlights. Snapchat has also been able to establish itself with a younger audience in the United States, reaching 90% of all 13 to 24-year-olds and 75% of all 13 to 34-year-olds, according to the company.

More than 200 pieces of content will be produced between UFC and Snapchat. One of the two shows that will feature on the app’s Discover page is UFC Pulse. It airs every Monday, Wednesday, and Friday, each with a different focus. The three episodes are split into a showcase a preview of the upcoming weekend’s fight card, a “Top 5” episode featuring best knockouts and submissions, and another episode covering the top moments from the official weigh-in.

Alongside UFC Pulse is the league’s Embedded franchise, which gives viewers a behind-the-scenes look into its fighters as they prepare for their fights in the Octagon.

Outside of their collaborative shows, Snapchat and UFC will also work on more than 20 Our Stories covering weekly bouts throughout the league and tentpole events like 12 pay-per-view events and eight UFC Fight Nights. These same tentpole events will see Snap and UFC partner on creative tools like Filters, so fans in attendance can use them to decorate their Snap content.

READ MORE: UFC Looks to Asia as Next Frontier of Expansion Efforts

The Our Stories feature will consist of a curated photo and video Snaps from users who submit to the public channel and will be produced by a team of Snapchat editors. This became available to Snapchat users worldwide on the Discover page ahead of the Usvan-Covington bout.

“We want to make being a UFC fan more fun no matter where you are, and we’re thrilled to have UFC utilizing all of our offerings, from content to creative tools,” said Anmol Malhotra, Snap’s head of sports partnerships. “We’re excited for UFC to join a wide range of sports leagues around the world in delivering Snapchatters the ultimate fan experience.”

UFC’s interest in Snapchat is the league’s latest in connecting with different demographics, said Shaw. On TikTok, UFC has seen immense growth across both its general and Brasil accounts, respectively. UFC’s profile has amassed more than one million followers – fourth-most amongst professional sports leagues on TikTok – and 9.4 million likes.

While its Brasil presence has only 14,600 followers and fewer than 90,000 likes, Shaw is also targeting international growth for UFC. Beyond Snapchat and TikTok, he’s hoping for UFC to do more work with Twitch in 2020.

Of UFC’s total audience, Shaw estimates that 78% are located outside of the U.S. With UFC fans’ interests varying geographically – whether they’re in the U.S., China, Canada, etc. – he hopes for the league’s digital presence to increase distribution of its live and original programming. He’s also relying on UFC’s stars to work with the league on social media and to build its online communities across various platforms.

READ MORE: How Little League Is Using Social Media To Grow Its Fanbase

“If we can work more closely with [UFC athletes] to deliver high-quality, high produced content, it’s going to help them grow their followings and grow their brands and translate into awareness and transactions with UFC,” Shaw said. “So it’s a pretty clear approach that we know is going to be successful in 2020.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Jul 19, 2025; New Orleans, Louisiana, UNITED STATES; Dan Ige (red gloves) fights against Patricio Pitbull (blue gloves) during UFC 318 at Smoothie King Center.

Why Paramount Overpaid for UFC Media Rights

Analysts and experts agree the deal is a huge win for UFC.
Jan 12, 2025; Orchard Park, New York, USA; CBS Sports field reporter Tracy Wolfson interviews Buffalo Bills quarterback Josh Allen (17) following a win over the Denver Broncos in an AFC wild card game at Highmark Stadium.

CBS Sports Chief on Paramount Owners: ‘They Value Sports’

Network officials cite the UFC deal as immediate proof of corporate priorities.

Dana White Says Increasing UFC Pay on Table After $7.7B Paramount Deal

The fighting promotion is doubling its media-rights revenue.

Featured Today

Oct 13, 2024; Philadelphia, Pennsylvania, USA; Philadelphia Eagles quarterback Jalen Hurts (1) and wide receiver A.J. Brown (11) celebrate their touchdown pass during the second quarter against the Cleveland Browns at Lincoln Financial Field.

TV Ratings Just Changed Again. The NFL Will Be the Big Winner

Nielsen’s new viewership system will have a big impact on sports.
Ohio State Buckeyes wide receiver Jeremiah Smith (4) celebrates with offensive lineman Donovan Jackson (74) after a touchdown catch against Notre Dame Fighting Irish in the first quarter during the College Football Playoff National Championship at Mercedes-Benz Stadium in Atlanta on January 20, 2025.
August 30, 2025

The Most Expensive Roster Year in College Football History

The House settlement created revenue-sharing—and a big NIL loophole.
August 26, 2025

‘You’re Going to Get Beat Up’: The Liberty’s All-Male Practice Squad

A select group suits up weekly to take on the defending champs.
August 24, 2025

The Honey Deuce Effect: How Tennis Perfected the Signature Cocktail

Sold every 1.5 seconds, they total more than $12 million in sales.

NFL on Nielsen’s Latest Measurement Upgrade: ‘More Work to Be Done’

The league calls its relationship with the agency a “protracted journey.”
August 28, 2025

NFL Preseason Sees 17% Jump in TV Ratings, Best Since 2018

Average audiences for the exhibition games increase sharply from last year.
September 1, 2025

Lee Corso’s Farewell Delivers Record ‘College GameDay’ Viewership

ESPN averaged 3.5 million viewers, per preliminary figures.
Sponsored

Gareth Bale on MLS vs EPL, Retirement & Buying Cardiff City

Gareth Bale shares his post-soccer business playbook.
Tom Brady
August 27, 2025

NFL Continues to Loosen Tom Brady Restrictions

Brady will be able to attend production meetings–remotely–this season.
ESPN
August 27, 2025

Disney Sues Sling TV Over $5 Day Passes Granting ESPN Access

Newly introduced short-term subscriptions spark a legal challenge.
August 27, 2025

FCC Chair Joins Fox–YouTube TV Fight With Big Game on the Line

The Trump appointee is now involved in another media carriage fight.
Aug 24, 2025; Atlanta, Georgia, USA; Tommy Fleetwood holds the FedExCup Trophy on the 18th green after winning the TOUR Championship golf tournament.
August 26, 2025

PGA Tour TV Ratings: Fleetwood’s Breakthrough Caps Playoff Surge

Sunday’s final round drew nearly 4.5 million viewers on NBC.