UFC-Snapchat announce partnership

June 24, 2016

The UFC announced a multi-year partnership with Snapchat in which the company will provide coverage of event via its ‘Live’ product.  The partnership will launch at UFC 200 on July 9th.

Via UFC.com:

Fight fans at UFC events, that also have the Snapchat mobile app on their iOS or Android devices will have the opportunity to contribute their unique experiences through photo and video Snaps to one collective, curated Snapchat Live Story. These Live Stories will then be available for Snapchatters globally to view for 24 hours following the event.

UFC currently has more than 46 million followers across all social platforms around the world. On Snapchat, UFC captures press conferences, athlete and celebrity Q&A’s, open workouts, media day events, weigh-ins, behind-the-scenes moments during Fight Nights and first-person accounts by athletes. UFC also hosts a weekly show on Snapchat entitled “Cookin’ with ‘The Menace’ featuring UFC featherweight Dennis Bermudez.

Following UFC 200, the two global brands will next produce Live Stories during UFC® 202: MCGREGOR vs. DIAZ 2 on Saturday, August 20 at T-Mobile Arena in Las Vegas and UFC® 205 on Saturday, November 12 at Madison Square Garden in New York.

The number of Snapchat users is unknown although estimates are over 100 million.  The primary people that use Snapchat are under 35 which is within the UFC’s target demo.

Payout Perspective:

I do not use Snapchat but the demo of young people that the UFC targets are the same people that use Snapchat.  Launching the product at UFC 200 makes sense since it should make a big splash with the big event.  Coverage of future big events will enhance the social media coverage of the events.

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