Mixed martial arts promotion the Ultimate Fighting Championship has agreed a partnership with Chinese social media platform Weibo.
The deal, terms of which were undisclosed, names Weibo as the official social media platform of UFC in China.
The agreement will give Chinese MMA fans access to UFC live event content including athlete and executive interviews, fight highlights, fight night results, athlete metrics, fight announcements and content highlights from the soon-to-open UFC Performance Institute in Shanghai, the world’s largest MMA facility.
UFC senior vice-president for Asia-Pacific, Kevin Chang, said: “We are the very first MMA promotion to enter into an official partnership with Weibo to leverage its massive reach and promotional support.”
Weibo’s senior operations director, Zhe Zhang, added: “It is very important for us to tap into the combat sports sector, and to help us achieve this goal, we are making combat sports a vertical field with its own independent Weibo team focused on growing the brand in China.”
The Weibo agreement is UFC latest content partnership deal in China. Earlier this year, the MMA promotion announced partrnerships with content discovery platform Toutiao and short-form video platform Qutoutiao.