The UFC announced a partnership with China’s popular social media platform Weibo Monday to begin promoting the top MMA series in Asia.
The deal gives Weibo and its users access to interviews, highlights, results and athlete metrics. Weibo will also have content from the UFC Performance Institute in Shanghai, the world’s largest MMA facility, which is set to open later this year.
“We are honored to announce our landmark partnership with Weibo, the leading social media platform in China that has led the industry for the past 10 years and has amassed over 400 million active monthly users,” said UFC Senior Vice President Asia-Pacific, Kevin Chang. “We are the very first MMA promotion to enter into an official partnership with Weibo to leverage its massive reach and promotional support, which will propel the brand to new heights and solidify our place among mainstream sports in China.”
With rising Chinese fighters such as no. 7 ranked UFC women’s strawweight Zhang Weili, the UFC sees a golden opportunity to take advantage of a budding interest of the sport in China.
“We are very excited to build strategic partnership with UFC, the most influential MMA organization in the world,” said Weibo Senior Operation Director, Zhe Zhang. “It is very important for us to tap into the combat sports sector, and to help us achieve this goal, we are making combat sports a vertical field with its own independent Weibo team focused on growing the brand in China.”
China has hosted events in the past with UFC Fight Night 141 in Beijing and UFC Fight Night 122 in Shanghai. While future events in China have not been announced, between the Weibo partnership and Shanghai’s training center, the UFC has big plans for its fans in China