How the UFC used personal branding to make $1.3B in 2023

No other sport has grown more in the past 30 years than MMA.

And anyone who knows anything knows that the backbone of MMA is the UFC. It's one of the fastest growing sports organisations in the world.

Which, at risk of sounding like a pick me, I can’t get enough of.

Maybe it’s the gladiatorial nature of the sport that we as humans have always had a natural affinity for.

Maybe I have a huge crush on Israel Adesanya – who knows.

No matter the reason, the UFC has made a name for itself within the sporting landscape. And it's here to stay.

In the last ten years, it has run events in 17 new countries (and that’s with years of the pandemic limiting travel and events). It airs in over 170 countries, has more than 50 global distribution partners, and is broadcast in 50 languages.

According to SportsPro Media, it netted a record $1.3 billion in revenue total in 2023. That was a 13% increase from the year before.

If world domination was on the cards for UFC president Dana White, he may be getting his wish.

As if that wasn’t impressive enough, the UFC offers us a masterclass in marketing.

Now I’m not a certified sports girly. But I know a brilliant bloody marketing strategy when I see one.

The UFC has taken the sport from what was once deemed 'backyard brawls' to the global powerhouse it is today. And it's a prime example of how successful marketing can take a brand from small beginnings to worldwide recognition.

This is a multifaceted approach that leverages experiences, storytelling, audience engagement, and social media. And it has propelled the sport into mainstream success.

Let's break down exactly how they did it.

Selling experiences

Instead of selling a product or service, UFC president Dana White focuses on selling unforgettable experiences. Those are the 'holy sh*t' moments that stick with fans long after events have ended.

Live events are the heart of the UFC, creating a deep sense of community within fans. The organisation promotes its events aggressively because of this, with major fights broadcasted on a pay-per-view basis. This generates crazy revenue and builds anticipation.

Promotional tours are also a huge part of the hype generated around each fight. And those tours almost always have their fair share of 'holy sh*t' moments that fans love.

Storytelling

What sets the UFC apart from other sporting events is the way they promote these events. Instead of promoting the events themselves, the focus is on the fighters and their stories.

Through social media and the YouTube vlog series, UFC Embedded, fans can get a personal look at their favourite fighters' journeys. This makes the athletes more human, relatable and endearing.

This, of course, deepens fan loyalty. But it also helps to heighten interest in fights in the coming months, weeks, and days before the event. Because there’s nothing better than public sh*t talking online to get the fans riled up.

Audience engagement on social media

Dana proactively enables fighters to build their personal brands. This maintains fanbases, fueling public discussion and interest.

This has not only expanded the reach of the UFC, but it has multiplied its promo power, as the athletes engage with their personal followings.

Because of this, the UFC has a strong presence on most social media platforms. During events, you can even see live tweets from fans as the fights are happening.

This adds incentive to share and tag the brand. This real-time interaction is a cornerstone of UFC’s digital strategy, creating its own universe within social platforms.

There are other elements to the UFC’s marketing strategy that have helped it become the behemoth it is today. These include strategic brand partnerships and international expansion, as well as positioning itself as the premier organisation in the MMA world.

The brand emphasises athleticism and professionalism above all else. And it always highlights the uniqueness of each of its fighters. It’s really a sport like no other.

Takeaways:

• Sell experiences, not just products. Create memorable moments, with a focus on unforgettable experiences that resonate with your audience. This builds anticipation and excitement around your brand.

• Emphasise storytelling. Personalise your brand by sharing stories about the people behind it. Make them relatable and endearing to build connection with your audience.

• Leverage audience engagement. Empower personal branding by encouraging your team or brand ambassadors to build their own personal brands, not just yours. This will expand your reach and amplify your brand.

Anyway, catch me at UFC305 Sunday 18th August for no particular reason at all.

-Sophie, Writer