UFC/LaLiga North America: crossover activations to promote MMA & football in 2023

LaLiga North America, the Spanish professional league's subsidiary dedicated to promoting football across the Atlantic, has entered into a "promotional partnership" with the American mixed martial arts organisation Ultimate Fighting Championship (UFC) for the year 2023, announced the two entities on 01/12/2022.

"The new partnership will continue collaborations that will feature athletes of both sports. Each year, UFC and LaLiga will organize at least three activations in Spain involving athletes and the participation of LaLiga clubs to promote LaLiga, its teams, and players among UFC fans. In return, UFC will integrate LaLiga into existing digital shows featuring LaLiga players and ambassadors," explained the bodies.

"In addition to social media collaborations, LaLiga North America will create social content around UFC Fight Weeks to expand awareness of UFC within the passionate soccer community. Coverage will feature tune-in messaging for UFC events and pre- and post-fight coverage, including storytelling around specific UFC fighters tied to their trips to Spain, messages from…