Sports leagues around the world are eager to tap into the growing potential of Spanish-speaking audiences. The latest example: LaLiga North America’s partnership with the United Fighting Championship (UFC).
The world’s top mixed martial arts organization joins the exclusive representation of Spanish soccer in North America to form a content-focused partnership to connect with fans of both sports.
“Basically, what we’re trying to do is create a relationship that allows us to build our Hispanic audience,” said David Shaw, UFC’s SVP of international and content. Sportico In a telephone interview. “Not only in the United States, but also in Spain, Portugal, Europe and South America.”
With more than 688 million fans globally, the UFC produces more than 40 live events annually and broadcasts to nearly 900 million viewers in more than 170 countries. According to Shaw, 22% of the UFC’s US audience identifies as Hispanic or Spanish ethnicity.
Shaw said the partnership will deepen ties between LaLiga and UFC fans through social and digital media collaboration. Each year, the UFC and LaLiga will organize at least three activations in Spain with athletes from both sports and the participation of LaLiga clubs to promote the soccer league, its clubs and players among UFC fans in North America.
UFC LaLiga will be integrated into existing digital shows. In addition to social media collaborations, LaLiga North America will create social content around UFC fight weeks.
We had a great first activation in Spain with the UFC at the start of the LaLiga season,” said Adrian Segovia, head of content and distribution for LaLiga North America. Sportico. “The crossover opportunities are endless and we’re just getting started.”
Both leagues will collaborate on promotions such as Hispanic Heritage Month, International Fight Week, the Real Madrid-Barcelona El Clasico and the UFC’s upcoming 30th anniversary.
“Hispanics make up a significant percentage of the U.S. population and are at the heart of LaLiga North America and the UFC’s fan base,” Segovia said. “Our focus is on finding common ground within the LaLiga and UFC communities to improve fan engagement and create relatable, engaging content.”