HomeNewsMMAChina

UFC makes Toutiao latest Chinese content partner

Mixed martial arts promotion the Ultimate Fighting Championship has signed its latest content partnership in China through a deal with content discovery platform Toutiao.

The agreement will grant Toutiao users access to bite-sized UFC content on-the-go, including sharable localised videos, photos, messages, and graphics. Toutiao was launched in 2012 by internet technology company ByteDance.

“Diversifying how our consumers consume and interact with UFC content is key to our continued growth in China,” said Kevin Chang, UFC senior vice-president for the Asia-Pacific.

The deal comes a week after the UFC signed a content partnership with short-form video platform Qutoutiao.

The agreements come amid increased interest in the UFC in China due to the presence of No. 7 ranked women’s strawweight Zhang Weili, bantamweight Yadong Song and veteran welterweight Li Jingliang.

 

 

Most recent

Social media giant Facebook’s challenges around its Copa Libertadores coverage in Latin America have convinced it that non-exclusive rights models form “one of the best ways” of breaking into markets where entrenched viewing habits restrict the potential for exclusive rights to grow engagement with the platform.

The Football Association rejected a higher bid for domestic FA Cup rights for the 2021-25 cycle from incumbent pay-television broadcaster BT Sport in favour of commercial broadcaster ITV, SportBusiness Media understands, in a move that took the competition exclusively free to air in the UK.

Spanish football’s LaLiga extended its rights deal in China with Wuhan DDMC Culture in May without going to market, where it would have faced a tough task maintaining its income, SportBusiness Media understands. The Chinese rights market has cooled since the previous deal was agreed, and DDMC is thought to be paying the league a strong rights fee.

South African pay-television operator Multichoice is facing the biggest challenge in its 26-year history in the form of a two-pronged regulatory attack on its dominant position in the country’s sports-rights market.