UFC takes on a brand-building fight in South East Asia

The article explores how the Ultimate Fighting Championship (UFC), one of the world’s most lucrative sports leagues, is using marketing to millennials with content marketing and OTT services, and how the brand is localizing its experience in South East Asia.

UFC Takes On A Brand-Building Fight In South East Asia

Anna Hamill Warc

Scott Boyd, VP of South & South East Asia for Ultimate Fighting Championship (UFC), is the first to admit that mixed martial arts (MMA) has had a long journey to be taken seriously as a mainstream sport.