UFC Case Study
UFC needed to re-vitalize their worldwide consumer product business, with the goal of driving incremental revenue across events, e-commerce, and popups. In 2017, Legends started the partnership as the ‘Official Global Event Retail Partner.’ Based on the success of events business, UFC and Legends continued their partnership to provide an omni-channel approach to holistically look at the business from a different perspective. In 2019, Legends extended the partnership as the official Global Ecommerce Retail Partner.
After partnering with UFC, Legends performed a full audit of UFC’s current practices, searching for opportunities to leverage the UFC brand and their assets for higher revenues.
Legends currently provides an omni-channel experience for fans worldwide utilizing a global ecommerce approach. Through this global partnership, Legends has been able to provide UFC fans a larger assortment of products, customization capabilities, and the ability to purchase products 24/7 worldwide. Legends and UFC continues to partner to drive incremental revenue for the overall merchandise business.
Mar 14, 2017
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Heavyweights: How the UFC Dominates Content Marketing 👊🏻
The popularity of the ufc and the sport of mma has exploded due in large part to innovative and successful marketing strategies, and makes for an excellent content marketing case study..
As marketing transitions to a focus on customer engagement, content marketing has emerged as one of the most valuable ways for brands to deepen relationships with customers, and indirectly market or sell products. By creating…
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UFC 229 Advertising
Services used.
- Paid social
We worked with Ultimate Fighting Championship to drive awareness, interest, and television viewership for UFC 229
The fight between Conor McGregor and Khabib Nurmagomedov was billed as the biggest fight in UFC history.
Build excitement, seed trends
Video footage and static images were used with the hashtag #UFC229 to build up awareness across the UK in the weeks leading up to the event . Audiences were targeted through demographic and interest profiling. Users were given access to behind the scenes content as it happened, inciting engagement with the posts, and driving consumption of more content released during fight week.
Data-led optimisation
Data was monitored in near real-time to identify creative variations that drove the most engagement. Different images, thumbnails, and footage were tested in rapid bursts on social media , to determine top performers, and optimise ad serving.
Real-time creative optimisation
Driving tv views.
2.3 Million
Users reached
Engagements driven
Cost per engagement
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Ufc Case Study
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Case analysis: the ultimate fighting championship (ufc).
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10 Marketing Case Study Examples: Learn How to Master Them in Your Campaigns
What is a marketing case study?
- Introduction to the customer/client
- The problem the client needed to solve (should align with problems prospective clients also need to solve)
- The solution (and context of why your company/software was the right fit)
- Data from before and after implementing the solution
What are the different types of case studies in marketing?
Why should you use case studies, 1. email marketing case study: your therapy source.
2. Instagram marketing case study: Converse
3. Content marketing case study: porch.com
4. SEO case study: Zapier study by Ryan Berg
5. PPC case study: Google Ads and Saraf Furniture
6. Video marketing case study: L’Oréal and YouTube
7. Remarketing case study: AdRoll and Yoga Democracy
- 200% increase in conversions
- 50% reduction in CPA
- 19% of total revenue attributed to AdRoll
8. Influencer marketing case study: Trend and WarbyParker
9. Customer experience case study: App Annie and Coca-Cola
10. SaaS case study: Asana and Carta
Best practices: How to use case studies in your own marketing campaigns
Include a dedicated case study/customer stories page on your website
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Rapid Expansion Calls for an All-in-One Franchise Digital Marketing Strategy
Introduction, taking ufc to the next level.
In recent years, group fitness classes of all kinds have surged in popularity. The combination of group motivation, one-on-one coaching, and unique class formats has made group workouts a fitness trend. UFC GYM caters to this movement in the industry by offering mixed martial arts (MMA) training in addition to traditional gym equipment. They’ll help you with your fitness goal whether it be to lose weight or pack a punch.
Web Development
Creative marketing development, organic seo.
A Connected Digital Presence
When UFC, the world leader in MMA, acquired LA Boxing and began their pursuit of worldwide expansion, they knew the move called for updated technology that would support the rapid franchise development.
Brand Awareness that Packs a Punch
MAB tackled the challenge of leveraging UFC’s well-known reputation for premium fighting while presenting the brand in a way that would appeal to everyone from soccer moms to professional athletes. MAB started with a company-wide discovery of needs that took into account all of UFC GYM’s digital and marketing assets.
MAB then launched a highly optimized franchise model that was tailored to each location based on geographic area and demographics. The various franchise identities focused on the coaches and highlighted their fight lineage.
In addition to an organic SEO campaign that increased traffic to the site, MAB organized the delivery of brand assets between corporation and franchise. MAB also helped UFC GYM track ad spending and understand analytics that would direct their future success.
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The UFC sold 16,000 seats within 6 days using Adomni
The ufc had to move its fight from las vegas to los angeles - less than a week before the event..
For UFC’s 232 fight scheduled for December 29, 2018, the Nevada Athletic Commission would not license the headline fighter, Jon Jones, to participate in Nevada, because he tested positive for a prohibited substance banned in Nevada, but not in California. UFC had to relocate the fight, refund all the tickets sold for the fight in Nevada and resell the event in Los Angeles — within six days.
The UFC executed the campaign to switch the fight’s location just days before, with UFC’s out-of-home (OOH) ad agency, Outdoor Solutions, using Adomni’s self-service online platform. The campaign ran two versions of the advertisement.
- Relocate UFC’s 232 fight from Las Vegas to Los Angeles
- Refund all of the tickets sold for the fight in Nevada
- Resell tickets for the event in Los Angeles
Our Approach
- Programmatically updated creative and turned ads on within minutes
- Promoted the new fight using two versions of creative
- Targeted the digital screens during optimal times for the most noticeability
The Results
- The Los Angeles event sold out days before the fight
- The fighting arena filled 16,000 seats
- Order Status
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The Ultimate Fighting Championships (UFC): The Evolution of a Sport Harvard Case Solution & Analysis
Home >> Ivey Case Solutions >> The Ultimate Fighting Championships (UFC): The Evolution of a Sport
Introduction
The Ultimate Fighting Championship (UFC) was created in the year 1993 by Davie and Gracie and are considered as the premier of the Mixed Martial Arts (MMA). The concept of UFC was to entertain the best ability of an individual for Martial Arts by overpowering another individual. The company was acquired by Zuffa LLC when it was near to file bankruptcy in the year 2001 by Frank and Lorenzo Fertitta. Since the year 2004, the company has revealed greater revenues and has been able to gather a larger target audience than any professional Boxing and WWE event.
The paper attempts to discuss the internal and external analysis of UFC through the use of SWOT analysis and Porter’s five forces model. The paper also enlightens the relationship of UFC with its wrestlers and the motivation level amongst the strategic partners. Furthermore, the paper provides recommendations for the expansion strategies for UFC and to make improvements in the current business processes applied by the organization.
Problem Statement
Due to the increased competition in the domestic and the international market, the company needs to devise strategies which are sustainable for a longer run and with an improved business model that could yield good revenues and to maintain the current market share.
SWOT Analysis
The Ultimate Fighting Championships (UFC) is the first organization to introduce the concept of Mixed Martial Arts (MMA). The organization has dominated 90% of the US market and has a huge fan base and follower in North American region. The organization has many talented wrestlers which has higher fan ratings and are followed closely by many people across countries. Due to its strategic partnership with Spike TV, the company had been able to cater a huge market through televisions and by viewing pay-per-view (PPV). UFC has also showed its strength by capturing the larger audience for the PPV event which has surpassed the PPV of Boxing and World Wrestling Entertainment (WWE). Dana White’s publicity for his aggressive behavior and having a different personality is a successful business strategy for the company as it has grasped viewers’ attention (Snowden, 2008). UFC also have some great commentators such as Joe Rogan which has also remained a host of a reality show fear factor. Many viewers have also diverted to watching UFC due to Joe Rogan’s hiring.
In different countries such as Japan, the idea of UFC has not appealed them much as they consider the sport as Americanized. The particular response from the Japanese crowd is due to the reason because every country has its own culture and traditions. Many countries do not promote extreme fighting clubs which could result in serious injuries. Therefore, the particular strategy has become a hurdle in its expansion strategy and its acceptance worldwide . UFC does not have many rules which makes it the bloodiest sport where everything is allowed. Therefore, the strategy restricts viewing in those countries where families could watch the particular show. It has a limited target market with a narrow focus. At UFC, there are no significant procedures and rules to promote young fighters and their entrance in the arena. Limited procedures are provided for young fighters to continue their careers at UFC. The pay structure and the promotion structure of fighters is very low which is why many big fighters have not agreed on the particular payout structures and have left the organization and joined smaller organizations with good pay. A low motivation level could also be found for fighters because of low payments (Mathis & Jackson, 2010).
UFC lacks the union formation in its organization due to which the fighters are unable to express their interest and show their protest against any decisions made by an organization. This reduces the expectations for improving the current business model of the organization. The increase in licensing fee for its sponsorship has also reduced the number of sponsors which has made the sponsorship future in trouble as companies could not afford the higher fees for making its advertisement in UFC.
Opportunities
UFC has an opportunity to expand its business in different countries while targeting the host country’s cultural trends and traditions. The expanding of business could be performed with the areas of interest and the number of UFC followers. UFC also have made strategic alliance with Harley Davidson and Bud Lights for sponsoring its events so that the followers of these brands could also follow UFC. By highlighting this strategic alliance, the company can target European and other Middle East market where the presence of Bud Lights and Harley Davidson is bright....................
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This case looks at the Ultimate Fighting Championships (UFC) and its parent company, Zuffa LLC (Zuffa), through the role of the newly hired Director of Marketing (CMO). As CMO of the largest organizations in the fast-growing sport in the world, mixed martial arts, he is faced with many decisions about the future of the organization. CMO to determine the best way to manage the ambitious international organization initiatives to enhance and protect the UFC brand into new markets, while maintaining major league experience for North American fans. CMO must assess sponsorship relationship and develop a strategy to cope with increasing competition in the domestic and international markets. "Hide by Matthew Thompson, Jesse Baker Source: Richard Ivey School of Business Foundation 16 pages. Publication Date: May 18, 2010. Prod. # 910A12-PDF-ENG
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CASE STUDY: 5 ways how UFC is ‘kicking it’ on digital!
by Vedran Vukušić | 18.05.2015. | Case study , Newsletter | 0 comments
At the beginning, it’s important to say that UFC had many troubles during this successful journey . First of all, they had many problems with TV rights, and that was a big issue for the sport.
Beside TV rights, they had 2 other issues: lack of the money, and isolation from their fan base. Without TV, fans could not watch the fights and popularity of the sport was falling behind …
What did they do? They used social media platforms, newsletters, fighters and web to turn their own weakness into advantage. There are some reasons why they succeeded.
1. THEY CREATED A NETWORK (OWN TRIBE)
They knew that if they want something they must have a strong network of people (fans) around them. They also knew that people are better connected with athletes than with associations or clubs, so they set up a new strategy. All fighters had the obligation to open social media profile on Twitter or Facebook and they had awards for the best fighter on social media.
“UFC paid something around $20k monthly to fighters who had the biggest raise of followers”
Every fighter that was the best on social media in certain period of time had $20.000 on his account. With this strategy, they have grown the base of people who followed fighters, and of course, a lot of the same fans also followed UFC! Smart move.
2. THEY INTERACT WITH FANS
UFC is making large efforts to interact with fan base and fighters on social media. Because, at the end of the day, the most important thing is not the number of people you are engaging, but the number of people you are engaging with. It’s called social media for a reason!
You can see that when they engaged their own fans on Twitter, fans replied to 24% of mentions . At the same time, Premier League replied only to 0.2%, NBA to only 0.3% and Champions League to only 1%.
With this move, they included their fans in communication and made them a part of this (we can call it) movement. Fans are now more loyal then ever.
When you follow UFC on their Twitter, they send you a Direct message with ‘thank you’ and free trial for something that is happening in that moment.
This strategy really works.
3. THEY SHARE EXCLUSIVE CONTENT
Every UFC fan has access to exclusive behind the scene content , UFC often uses call to action to fans, and in their posts they communicate with fighters.
They are focusing on mobile-first, athlete generated video content to create the ultimate fan experience in video and to bring growing, diverse UFC audience even closer to the action with content in the palm of their hands.
Below you have some examples of this cool interaction.
Here we go!!! Faber. Edgar. #UFCManila . You ready? https://t.co/7QqqXFSy6C — UFC (@ufc) May 16, 2015
Stars of #UFCManila take part at Ultimate Media Day! https://t.co/dYj5VLULmb — UFC (@ufc) May 14, 2015
The Filipino Wrecking Machine throwing down at the #UFCManila Open Workouts! @Mark_Munoz https://t.co/ScNGkPi21u — UFC (@ufc) May 13, 2015
@stipemiocicufc looks to move one step closer to a title shot. #UFCAdelaide LIVE Saturday 11/8pm ETPT on @ufcfightpass. A video posted by ufc (@ufc) on May 5, 2015 at 3:54pm PDT
4. THEY HAVE INTERESTING NEWSLETTER AND A GREAT WEBSITE
I really like their Newsletter and content that they produce because it’s very simple and legible. Also, they don’t spam subscribers, they offer them information that they like and want to see.
I don’t like to open e-mails in my promotions tab, but I always open UFC newsletter as well as Valencia CF and #SportsDaily . They bring great and interesting content with cool graphics and sometime cool surprises.
UFC web site is modern, informative and simple. You can find everything about fighters, interesting facts about fights, many video content and even a fantasy game. The main focus is on the content such as interviews, the UFC minute, podcasts, infographics etc.
Content is king, and they know it very well.
5. THEY HAVE THEIR OWN TV
After they created big network of fighters and their fans, it was logical that they should create their own TV. They now have power in numbers and it’s perfectly logical that fans will pay to see their favorite fighter fight.
They don’t need big TV houses anymore, they now have their target audience and they have power. UFC is in a better position and they can dictate their own terms to the TV networks , and if you remember what I have written in the beginning, digital changed everything!
Now they don’t need TV rights to have money and to increase brand awareness or popularity of the sport. They made it themselves, they have great income from PPV and they have fans that share all the content they put on social media.
That is the true power of digital!
My brother Renato is a huge fan of UFC, and he told me that he really likes UFC primetime and he always watches it before battles. What is that? It’s their own show in which they follow fighters preparations for the match against one another. They talk about the fight, about training, what they think about their opponent, etc. ( Did I tell you how important is content? )
Here is an example of UFC primetime show so you can see the example.
So they were on their knees, and they didn’t surrender … they created their own fan base based on fighters popularity, they created powerful and exclusive content and they interacted with fans! Now they are popular even if they are not on TV, because they have their own channels and pay per view system.
With this strategy, they now dictate the terms of TV rights agreement. Take it or leave it!
Dana White predicts MMA will be bigger than football World Cup 2018 , and if they continue with this kind of digital marketing, everything is possible!
If you have a similar problem in your sport, you can try to follow the steps they created.
1. Create your own social media community
2. Encourage your athletes to be active on Social media , you will reap the benefits because people are more connected with players than with the clubs
3. Give your fans exclusive content
4. Don’t spam them, talk with them
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“We Are All Fighters”: The Transmedia Marketing of Difference in the Ultimate Fighting Championship (UFC)
This article investigates the Ultimate Fighting Championship’s (UFC’s) increasing efforts to market difference (including race, gender, sexuality, and nationality) across its mixed martial arts transmedia empire. More specifically, I examine the UFC’s The Ultimate Fighter reality television show as an innovative transmedia marketing strategy to promote diverse fighters and attract fans from previously overlooked audience demographics. The UFC has used numerous methods of transmedia marketing to fold difference into various media ventures over the past several years. I highlight The Ultimate Fighter as an exemplary case study in the development of a “we are all different” discourse in UFC marketing. The UFC’s deployment of reality television to market fighters produces a discourse that ambivalently homogenizes and essentializes difference—a phenomenon that girds gender, race, sexuality, and nationality to affective economies of cultural production.
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Questions our customers ask
Can someone write my paper for me.
Yes, we can. We have writers ready to cope with papers of any complexity. Just contact our specialists and let us help you.
Who can I pay to write a paper for me?
We will help you select a writer according to your needs. As soon as you hire our specialist, you’ll see a significant improvement in your grades.
Can I pay someone to write a paper for me?
Yes, you can. We have lots of professionals to choose from. We employ only well-qualified experts with vast experience in academic paper writing.
What website will write a paper for me?
WritePaperFor.me is the website you need. We offer a wide range of services to cover all your needs. Just place an order and provide instructions, and we will write a perfect paper for you.
Is it safe to use your paper writing service?
Our service is completely safe and anonymous. We don’t keep your personal and payment details and use the latest encryption systems to protect you.
What are you waiting for?
You are a couple of clicks away from tranquility at an affordable price!
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UFC Case Study - Legends.net UFC Case Study VISION: UFC needed to re-vitalize their worldwide consumer product business, with the goal of driving incremental revenue across events, e-commerce, and popups. In 2017, Legends started the partnership as the 'Official Global Event Retail Partner.'
In 2015, the top two UFC stars — Conor McGregor and Ronda Rousey — made 61% of the UFC's PPV revenue. As Bleacher Report puts it: "Unlike the television product, fans aren't tuning in for the...
We worked with Ultimate Fighting Championship to promote their biggest ever Fight Night in London. Pre-sales awareness was driven through targeted advertising on search and social media. Tickets to the event sold out within an hour.
Video footage and static images were used with the hashtag #UFC229 to build up awareness across the UK in the weeks leading up to the event . Audiences were targeted through demographic and interest profiling. Users were given access to behind the scenes content as it happened, inciting engagement with the posts, and driving consumption of more ...
Case Analysis: the Ultimate Fighting Championship (Ufc) UFC experience a difficulty in controlling the operation and the quality of its show as it involves domestic and international market. Fans also worry about the quality of UFC shows that would be diluted with international fighters.
At the beginning, it's important to say that UFC had many troubles during this successful journey. First of all, they had many problems with TV rights, and that was a big issue for the sport....
In this article, you'll learn from marketing case study examples that demonstrate what it takes to master channels like social media, email marketing, and PPC, as well as how to use case studies in your own campaigns. Don't rely on empty words. Learn powerful marketing best practices that are backed up with examples and data.
Franchise Digital Marketing Case Study | UFC Gym | MAB. Link Up 714.955.3165. View all Case Studies.
Ufc Marketing Case Study The Centre of Development and Resources for Students (CEDARS) of the University of Hong Kong (HKU) is organising the HKU Virtual Career Fair 2022 from March 1 to 3. The central, sub-Saharan nation of Zambia, formerly known as British North Rhodesia under colonization, became an official republic after gaining ...
Case Study UFC In Action Type of Activation: Touring Sports Production Project scope ... departments inclusive of marketing, production and operations. ... UFC INACTION LIVE STATISTICS ROUND 3 KUNITSKAYA SIGNIFICANT STRIKES LANDED PER ROUND 41 of60-68X Rd 2 s of 13-38% of 52 - 7 of 13-53%
UFC had to relocate the fight, refund all the tickets sold for the fight in Nevada and resell the event in Los Angeles — within six days. STRATEGY The UFC executed the campaign to switch the fight's location just days before, with UFC's out-of-home (OOH) ad agency, Outdoor Solutions, using Adomni's self-service online platform.
The paper attempts to discuss the internal and external analysis of UFC through the use of SWOT analysis and Porter's five forces model. The paper also enlightens the relationship of UFC with its wrestlers and the motivation level amongst the strategic partners.
UFC UFC #RouseyRevolution CASE STUDY Campaign Goal Drive viewership for the Rousey v. Holm UFC 193 fight and generate hype around the #RouseyRevolution. Strategy Utilize influencers with a strong personal brand in the fitness community to create content that furthered the #RouseyRevolution by supporting female empowerment and fit living.
At the beginning, it's important to say that UFC had many troubles during this successful journey. First of all, they had many problems with TV rights, and that was a big issue for the sport. Beside TV rights, they had 2 other issues: lack of the money, and isolation from their fan base.
The UFC has used numerous methods of transmedia marketing to fold difference into various media ventures over the past several years. I highlight The Ultimate Fighter as an exemplary case study in the development of a "we are all different" discourse in UFC marketing.
Check out our branding case study for one of our clients, UFC Gym!_____SUBSCRIBE: https://www.youtube.com/gobrandastic?...
Ufc Marketing Case Study User ID: 104293 Download Once the deadline is over, we will upload your order into you personal profile and send you a copy to the email address you used while placing order. Academic Level Bennie Hawra #29 in Global Rating 100% Success rate 12 Customer reviews
Essay, Research paper, Coursework, Powerpoint Presentation, Case Study, Discussion Board Post, Term paper, Questions-Answers, Research proposal, Response paper, Dissertation, Rewriting, Memo, Business Report, Report Writing, Literature Review, Article Review, Marketing Plan, Business plan, Capstone Project, Dissertation chapter - Literature …
10 Mobile Marketing Case Studies Any marketing strategy that uses mobile devices, such as smartphones and tablets, to advertise products or services is known as mobile marketing.