UFC 300 is set to take place in Las Vegas this weekend and the major sports property wants to put the fans first in its marketing initiatives.
For UFC 300, a diverse audience is being targeted with brand activations from partners throughout the week leading up to the event with its brand partners. On the day of UFC 300, Toshiba Plaza will be bustling with exciting experiences brought by esteemed partners. Bud Light will offer an Octagon Photo Op and Punching Machine, providing fans an opportunity to test their strength and capture memorable moments. Cuervo will present an interactive UFC Fighter Photo Op, athlete meet and greets, and an Octagon Bar for refreshing drinks.
Monster Energy will host UFC Athlete Meet & Greets, offering fans a chance to meet their favorite fighters up close. The Air National Guard will be present, providing UFC Athlete Meet & Greets and promotional giveaways. Additionally, Howler Head will be sampling their products and providing promotional giveaways for attendees to enjoy. UFC 300 promises an unforgettable experience with engaging activations for all fans.
UFC is strategically targeting Gen Z and younger audiences as it is a key demographic for the company to attract new fans. This trend, seen also in the NFL, reflects a concerted effort to appeal to a younger demographic through tailored content strategies. According to Heidi Noland, Senior Vice President, UFC Global Brand and Creative, managing this audience helps UFC stay relevant and sustain its growth during an ever-evolving media landscape.
“Connecting with a younger audience is crucial for UFC. Younger fans often drive content trends and influence purchasing decisions across many verticals, making them a significant demographic for brand engagement,” said Noland. “Additionally, building UFC brand loyalty early on can lead to lifelong fans.”
UFC is also harnessing the support of its partners in Las Vegas for its UFC 300 out-of-home (OOH) campaign, collaborating with MGM Properties and Resorts World, recognized as the official home of UFC Fans. Moreover, UFC’s broadcast partner, ESPN+, will offer premium OOH inventory in key markets, such as LA Live and NYC Times Square. While UFC 300 won’t utilize the Sphere, it will utilize it in the lead-up to UFC 306, set to mark the first major sports event hosted inside the Sphere on September 14th.
For insight into how effective its content is and where we can improve, UFC monitors its TikTok metrics on a daily basis. As part of the TikTok platform’s dynamic nature, UFC keeps an eye out for emerging influencers whose values align with the brand. In addition, UFC stays on top of industry trends and media changes, which enables it to update its strategy and take advantage of new opportunities, like exploring 16×9 content and incorporating TikTok features.
Noland said the marketing strategy for UFC 300 is to create a memorable and impactful moment that reflects on UFC’s undeniable achievements over the past 30 years. Noland approaches its overall marketing strategy with a focus on connecting with its target audience, while also employing localized marketing tactics. Emphasizing Las Vegas as the home of UFC is crucial from a storytelling standpoint, given its significance to the organization.
Furthermore, as a globally recognized destination, Las Vegas holds appeal for UFC fans worldwide, many of whom travel to attend events. This destination narrative is prominently featured in UFC’s promotional materials and broadcast coverage. Notably, Las Vegas served as the host city for milestone events such as UFC 100 and UFC 200, further solidifying its importance in UFC’s history and identity.
“When celebrating a brand milestone like UFC 300, our goals will always revolve around reinforcing our brand ethos, increasing brand awareness, fostering our fandom and showcasing our amazing athletes, past and present. It’s an opportunity to engage with our current fans and partners and attract new fans and partners,” said Noland.
