The UFC’s Growing European Footprint

The Ultimate Fighting Championship (UFC) has established itself as one of the major sports organisations/ leagues dominating North America. In 2023, the UFC generated approximately $1.3 billion in revenue. However, in recent years, the organisation has intensified its focus on growing its European market and introducing the sport to a broader audience. The organisation is working to transform the continent into an ‘Mixed Martial Arts hotspot’ by utilising media rights, strategic partnerships, and the rise of European fighters. The UFC is already running annual live events in major European cities such as London and Paris, and it is looking to expand further by hosting events in new untapped markets. For example, the organisation has announced a Fight Night event in Baku, Azerbaijan, in 2025.

Media Rights & Broadcasting Deals

As the popularity of combat sports rises in Europe, securing regional broadcasting deals has become a priority for the UFC. The organisation has secured lucrative broadcasting partnerships, bringing both short-term and long-term benefits.

• Discovery+ and Eurosport have expanded their coverage of UFC events in Spain and the Netherlands, increasing attention from mainstream audiences.

• Polsat in Poland renewed a multi-year contract to broadcast UFC fights, strengthening its hold in a market already passionate about combat sports.

• DAZN & TNT Sports (formerly BT Sport) continue to be major UFC broadcasters in the UK.

A major challenge the UFC faces in expanding in Europe is its current contract with ESPN. The UFC’s U.S. television deal prioritises primetime broadcasts in North America, limiting the number of events that can be held in Europe due to time zone differences. This, for example, has led to events in the UK needing to be scheduled in the early morning hours, with fighters competing at 5 a.m. To tackle this issue, the UFC is renegotiating its media rights with potential new partners such as Netflix, Amazon Prime, or other broadcasters. Its contract with ESPN expires at the end of 2025, and this will be a major talking point in the negotiations of the new deal.

Expanding Live Events

The UFC has always been keen on hosting events in Europe and engaging with fans across the continent. Since 2002, the organisation has hosted events in countries such as the United Kingdom, France, Germany, Poland, the Netherlands, Ireland, Sweden, and more. London’s O2 Arena has become a staple in the UFC calendar, consistently selling out events and generating millions in revenue. Paris hosted its first UFC event in 2022 following the legalisation of MMA in France.

Moreover, the UFC is eyeing new potential locations for live events. This expansion will engage fans and attract new audiences. Expanding live events is part of the UFC's broader business strategy of geographical diversification, which allows the organisation to strengthen brand loyalty and unlock new revenue streams.

Sponsorships & Partnerships

A major pillar of the UFC’s growth in Europe has been its strategic partnerships. The organisation has established strong relationships with high-profile brands, allowing it to expand its reach into untapped and diverse markets. These partnerships have boosted the UFC’s visibility and helped integrate the sport into a broader sports and lifestyle culture. Recent agreements include:

• NetBet as the official sportsbook partner across the UK, Ireland, Greece, Italy, and Romania. This partnership highlights the growing demand for sports betting while increasing the sport’s visibility through NetBet’s fan base.

• JD Sports, an influential brand in the lifestyle and sportswear industry, has solidified its position as a key UFC partner in Europe. This collaboration helps the UFC connect with younger and mainstream audiences through co-branded promotions in high-traffic locations making the UFC a part of Europe's pop culture.

• Continued partnerships with Monster Energy and Venum, promoting the UFC’s brand presence through fight kits, Octagon advertising, and exclusive product lines. It also provides to the organisation sponsorship revenue and a platform for enhanced brand activation during major events.

These strategic alliances are key to UFC's expansion. They help the UFC connect with diverse audiences, from casual sports fans to younger and lifestyle demographics. Additionally, they help integrate MMA into European sports culture while promoting the UFC as a major organisation across the continent. By increasing the UFC's reach, these partnerships create a multi-dimensional marketing ecosystem that engages existing fans and untapped markets.

The Rise of European Fighters

A leading factor in the UFC’s success in Europe has been the emergence of European fighters. The European presence in the UFC has grown significantly over the years. In 2014, European fighters made up roughly 16% of the UFC roster, while in 2024, they represented nearly 25%.

Fighters like Leon Edwards (UK), Tom Aspinall (UK), Ciryl Gane (France), and Ilia Topuria (Spain) have built interest in the sport, attracting local fans eager to support fighters from their countries. It is also important to note, as of April 2025, the UFC has only one champion born in America. This shows the sport’s global growth and the company’s opportunity to expand its markets and engage new fan bases.

Topuria, for instance, has been a game-changer for Spanish MMA. As he is the first champion coming from Spain, his success has drawn significant attention from Spain’s media and helped him build a passionate following. His popularity has even led to calls for the UFC to hold an event in Spain. The UFC has previously capitalised on such momentum, most notably with UFC Fight Night 46 in Ireland, headlined by Conor McGregor, the biggest superstar the sport has ever seen.

As European fighters 'rise through the rankings' and expand their influence, this trend is expected to continue. The UFC’s strategy of featuring European fighters in key events across the continent has been of immense importance in growing the brand. This technique ensures that each event has a strong local appeal and that fans located outside the US are satisfied.

The Future of the UFC in Europe

The UFC’s success in Europe is undeniable, but there is still room for improvement and further expansion.

• Negotiate new media rights: The UFC's current deal with ESPN limits European primetime events. Securing a new deal with ESPN, Netflix, or other broadcasters could allow for more events scheduled during European-friendly hours. This will certainly increase accessibility for European fans.

• Collaboration with major European sports brands: Partnering with football and basketball teams, as well as other major brands, could boost the UFC's visibility in Europe. Co-branded promotions and sponsorships with popular European sports teams or athletes would attract wider audiences and create deeper fan engagement.

• Introduce a UFC Performance Institute in Europe: Opening a UFC Performance Institute in a major European city would provide world-class training facilities for European fighters, helping to develop the next generation of UFC talent. UFC has built similar Performance Institutes in countries like the US, Mexico and China.

• UFC Media Conferences and More European Events:Holding more media conferences and fan events in cities like London, Paris, and Berlin, as well as countries with less likelihood of hosting a Fight Night could help fans feel more connected to the UFC. This world around media tours is something that UFC did in the past to build up some major events. They can also be scheduled during off-peak times to keep the sport relevant year-round. They would act as small activations for fans who may never have the opportunity to attend a live event, boosting engagement and excitement for upcoming fights.

• The Ultimate Fighter: Europe: A European edition of The Ultimate Fighter would spotlight European fighters, promote rising stars, enhance local engagement, and create a stronger connection between fans and the sport.