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UFC and Snapchat Announce Partnership


The UFC and Snapchat have joined forces to create and distribute content on the Snapchat platform.  The content will cover live events and give behind-the-scenes footage.
From the press release:

UFC® today announced a multi-year partnership with Snapchat through which the social media company will cover a selection of events via its ‘Live’ product. 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.

“We’re excited to partner with Snapchat and continue to offer compelling and fun content both in-arena and globally during our major events,” UFC Chief Content Officer Marshall Zelaznik said. “We’re dedicated to supplying access to our content through the platforms that are relevant to our lives and producing global Live Stories is another way we’re consistently engaging with our fans.“

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.

The first partnership efforts will take place during Fight Week and UFC 200 and will be in full effect by UFC 202 featuring the rematch against McGregor and Diaz.

Ringside Analysis:

Snapchat “stories” show great content created by both the events or brands themselves and the attendees of the events.  When users make a video or take a photo they can upload their content to Snapchat where it is curated by the company and placed into a single story.

The company also uses filters that are geo-targeted for an event that show location and relevant designs.  Also, there are some filter effects that appear on Snapchat that coincide with an event.  For example, when Coachella was occurring and had a story there was a filter available that allowed people to put a flower halo around their heads.  Personally, I’ve seen that filter on Facebook many times since then as people’s profile photos.

This could be a huge gain for the UFC.  The UFC sells really well with the 32 and under demographic, which happens to be the core of Snapchat users.  With UFC events being placed as stories on the app for everyone to see there is a tremendous amount of exposure to a “mainstream” audience that can garner new fans.  However, all content needs to be geared towards a mainstream and casual sports fan audience and not a core UFC fan.  There is a pretty stark difference.

I am looking forward to getting behind-the-scenes access that I otherwise would not get creating a strong value and incentive to be on Snapchat.

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